Antecedents and Consequences of Brand Engagement in Social Networks: A Meta-Analysis

Subject Areas : Marketing

zahra Atf ^{1 *} , Fariz Taheri Kia ² , Kambiz Heidarzadeh Hanzaei ³

1 - PhD Student in Business, Department of Business Management, Islamic Azad University, Roodehen Branch, Roodehen, Iran
2 - Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran.
3 - Department of Business Management, Islamic Azad University, Research Sciences Branch, Tehran, Iran

Received: 2023-12-09 Accepted : 2024-12-06 Published : 2025-01-07

Keywords: Brand Engagement, Social Networks, Effect Size, Meta-Analysis.,

Abstract :

In the wake of the Internet's proliferation, social media platforms have emerged as sophisticated interactive tools, empowering brands to fortify their engagement and cultivate deeper relationships with customers, transcending geographical boundaries. While consumer engagement with brands via social media channels has evolved into a norm for a segment of the audience, the exploration of the precursors and repercussions of such brand interactions presents a formidable challenge for marketers. Consequently, the necessity to undertake a study that rigorously and methodologically evaluates the findings of extant research in this domain is paramount. This study aims to amalgamate the empirical outcomes of various hypotheses derived from antecedent research in the realm of brand engagement, employing a meta-analytical approach. Adhering to the protocols of systematic and methodical review, an initial assessment was conducted on all pertinent studies concerning brand engagement. Of these, 64 studies fulfilled the criteria stipulated by the algorithm. Subsequent to identifying the antecedents and consequences of brand engagement, the statistical data from the vetted studies were extracted using CMA2 software, yielding distinct effect sizes for each variable. The research findings elucidate that the antecedents of brand engagement encompass perceived communications, brand community dynamics, gamification strategies, the overall brand experience, customer engagement levels, and various social influencers. In contrast, the consequences of brand engagement manifest as heightened customer loyalty, augmented electronic word-of-mouth, reinforced repurchase intentions, elevated trust, enhanced satisfaction, improved quality of brand relationships, increased brand equity, and robust brand advocacy.