The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of soci...
| Main Authors: | , , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-04-01
|
| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/full |
| _version_ | 1811338238832410624 |
|---|---|
| author | Yunfeng Shang Hina Rehman Khalid Mehmood Aidi Xu Yaser Iftikhar Yifei Wang Ridhima Sharma |
| author_facet | Yunfeng Shang Hina Rehman Khalid Mehmood Aidi Xu Yaser Iftikhar Yifei Wang Ridhima Sharma |
| author_sort | Yunfeng Shang |
| collection | DOAJ |
| description | This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications. |
| first_indexed | 2024-04-13T18:07:58Z |
| format | Article |
| id | doaj.art-20111714ac614368b7d1a92245fab309 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T18:07:58Z |
| publishDate | 2022-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-20111714ac614368b7d1a92245fab3092022-12-22T02:36:00ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-04-011310.3389/fpsyg.2022.811282811282The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged StudyYunfeng Shang0Hina Rehman1Khalid Mehmood2Aidi Xu3Yaser Iftikhar4Yifei Wang5Ridhima Sharma6School of Hospitality, Zhejiang Yuexiu University, Shaoxing, ChinaFaculty of Management Sciences, National University of Modern Languages (NUML), Islamabad, PakistanKey Research Base Project of Humanities and Social Sciences of Universities in Hubei Province, Research Center of Hubei Micro and Small Enterprises Development, School of Economics and Management, Hubei Engineering University, Xiaogan, ChinaSchool of International Business, Zhejiang Yuexiu University, Shaoxing, ChinaArmed Forces Post Graduate Medical Institute (AFPGMI), National University of Medical Sciences (NUMS), Rawalpindi, PakistanSchool of Economics and Management, Tongji University, Shanghai, ChinaVivekananda Institute of Professional Studies, New Delhi, IndiaThis study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/fullperceived social media marketing activitiesengagement intentionsocial media sales intensityengagement behaviourstimulus-organism-response (SOR) framework |
| spellingShingle | Yunfeng Shang Hina Rehman Khalid Mehmood Aidi Xu Yaser Iftikhar Yifei Wang Ridhima Sharma The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study Frontiers in Psychology perceived social media marketing activities engagement intention social media sales intensity engagement behaviour stimulus-organism-response (SOR) framework |
| title | The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study |
| title_full | The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study |
| title_fullStr | The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study |
| title_full_unstemmed | The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study |
| title_short | The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study |
| title_sort | nexuses between social media marketing activities and consumers engagement behaviour a two wave time lagged study |
| topic | perceived social media marketing activities engagement intention social media sales intensity engagement behaviour stimulus-organism-response (SOR) framework |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/full |
| work_keys_str_mv | AT yunfengshang thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT hinarehman thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT khalidmehmood thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT aidixu thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT yaseriftikhar thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT yifeiwang thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT ridhimasharma thenexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT yunfengshang nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT hinarehman nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT khalidmehmood nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT aidixu nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT yaseriftikhar nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT yifeiwang nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy AT ridhimasharma nexusesbetweensocialmediamarketingactivitiesandconsumersengagementbehaviouratwowavetimelaggedstudy |