User Engagement with Brand and Value Co-creation in Media Platforms
Objective Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms. Since the competition among Iranian media platforms to attract and retain users is increasing and because the platforms are...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2022-09-01
|
| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_89464_84fbe9c85a070bed54f148ff468f4433.pdf |
| _version_ | 1797903258600079360 |
|---|---|
| author | Asadollah Bahagir Taher Roshandel Arbatani Somayeh Labafi |
| author_facet | Asadollah Bahagir Taher Roshandel Arbatani Somayeh Labafi |
| author_sort | Asadollah Bahagir |
| collection | DOAJ |
| description | Objective
Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms. Since the competition among Iranian media platforms to attract and retain users is increasing and because the platforms are trying to increase the number of their users, identifying and explaining the components affecting user engagement are of high importance. The present study was done to investigate user engagement with the brand in the domestically created and launched Iranian media platform named “Rubika”.
Methodology
The statistical population of the study included 419 users of Rubika. The required data was gathered via the distribution of online questionnaires. Structural Equation Modeling (SEM) was utilized for designing a model and Smart PLS3 software was used to analyze the collected data.
Findings
The achieved results showed that user engagement, user participation, and brand self-expression have a positive effect on the various dimensions of consumer engagement with the brand i.e. cognitive, emotional processing, and activation. Also, the dimensions of consumer engagement with the brand were proved to have a positive effect on brand loyalty and value creation in the Rubica platform. Value co-creation is a process in which the consumer and the brand are closely involved in the production of value, which makes brands able to use the positive experiences and ideas of their consumers and users to improve and develop new products.
Conclusion
This study is a continuation of a research piece carried out by Algharabat et al. (2019) that proposed testing and validation of the Consumer Brand Engagement Scale (CBE) by Middle-Eastern media, for future studies. The findings of the current research introduce user engagement as the key to promoting brand loyalty and value co-creation in the Rubica media platform. Co-creating value in media platforms to engage users with the brand can prevent them from Switching Behavior i.e. shifting to similar media platforms. Therefore, user engagement can improve the benefits and values perceived by the user, lead to greater satisfaction with service relationships and increase customer value creation behaviors. Accordingly, Rubika can engage users with its service creation process (such as knowledge generation, discussion, and information exchange) to develop positive values that benefit both Rubika and its users. |
| first_indexed | 2024-04-10T09:30:06Z |
| format | Article |
| id | doaj.art-a0d47a53b1d442d898472955ff455dde |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-04-10T09:30:06Z |
| publishDate | 2022-09-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-a0d47a53b1d442d898472955ff455dde2023-02-19T06:41:22ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912022-09-0114337940010.22059/jibm.2022.336177.427889464User Engagement with Brand and Value Co-creation in Media PlatformsAsadollah Bahagir0Taher Roshandel Arbatani1Somayeh Labafi2MSc., Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran., Prof., Department of Media Management, Faculty of Management, University of Tehran, Tehran. Iran.Assistant Prof., Department of Media Management, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran.Objective Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms. Since the competition among Iranian media platforms to attract and retain users is increasing and because the platforms are trying to increase the number of their users, identifying and explaining the components affecting user engagement are of high importance. The present study was done to investigate user engagement with the brand in the domestically created and launched Iranian media platform named “Rubika”. Methodology The statistical population of the study included 419 users of Rubika. The required data was gathered via the distribution of online questionnaires. Structural Equation Modeling (SEM) was utilized for designing a model and Smart PLS3 software was used to analyze the collected data. Findings The achieved results showed that user engagement, user participation, and brand self-expression have a positive effect on the various dimensions of consumer engagement with the brand i.e. cognitive, emotional processing, and activation. Also, the dimensions of consumer engagement with the brand were proved to have a positive effect on brand loyalty and value creation in the Rubica platform. Value co-creation is a process in which the consumer and the brand are closely involved in the production of value, which makes brands able to use the positive experiences and ideas of their consumers and users to improve and develop new products. Conclusion This study is a continuation of a research piece carried out by Algharabat et al. (2019) that proposed testing and validation of the Consumer Brand Engagement Scale (CBE) by Middle-Eastern media, for future studies. The findings of the current research introduce user engagement as the key to promoting brand loyalty and value co-creation in the Rubica media platform. Co-creating value in media platforms to engage users with the brand can prevent them from Switching Behavior i.e. shifting to similar media platforms. Therefore, user engagement can improve the benefits and values perceived by the user, lead to greater satisfaction with service relationships and increase customer value creation behaviors. Accordingly, Rubika can engage users with its service creation process (such as knowledge generation, discussion, and information exchange) to develop positive values that benefit both Rubika and its users.https://jibm.ut.ac.ir/article_89464_84fbe9c85a070bed54f148ff468f4433.pdfbrand loyaltybrand self-expressionmedia platformrubikauser engagementuser participation |
| spellingShingle | Asadollah Bahagir Taher Roshandel Arbatani Somayeh Labafi User Engagement with Brand and Value Co-creation in Media Platforms مدیریت بازرگانی brand loyalty brand self-expression media platform rubika user engagement user participation |
| title | User Engagement with Brand and Value Co-creation in Media Platforms |
| title_full | User Engagement with Brand and Value Co-creation in Media Platforms |
| title_fullStr | User Engagement with Brand and Value Co-creation in Media Platforms |
| title_full_unstemmed | User Engagement with Brand and Value Co-creation in Media Platforms |
| title_short | User Engagement with Brand and Value Co-creation in Media Platforms |
| title_sort | user engagement with brand and value co creation in media platforms |
| topic | brand loyalty brand self-expression media platform rubika user engagement user participation |
| url | https://jibm.ut.ac.ir/article_89464_84fbe9c85a070bed54f148ff468f4433.pdf |
| work_keys_str_mv | AT asadollahbahagir userengagementwithbrandandvaluecocreationinmediaplatforms AT taherroshandelarbatani userengagementwithbrandandvaluecocreationinmediaplatforms AT somayehlabafi userengagementwithbrandandvaluecocreationinmediaplatforms |