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The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents

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Abstract

This research aims to investigate the impact of brand page characteristics (i.e., interactivity, content quality) on customer engagement. Additionally, this research also examines the moderating effects of brand community involvement and comedy production content. This research framework is developed from the S–O–R framework and literature of customer engagement. The sample of 281 valid respondents who followed brand pages on Facebook is obtained. Partial least square and ANOVA are used to analyze the empirical data. The findings reveal that brand page interactivity and content quality have positive influences on customers’ affection and cognitive processing, which positively influence actual behavior. Additionally, the moderating effects of brand community involvement and comedy production content are investigated. Based on the results, both theoretical and practical implications are suggested to improve online brand management.

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Fig. 1

Source: Adapted from S–O–R framework and engagement literature

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Notes

  1. https://www.tractionwise.com/en/community-building/.

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Authors and Affiliations

  1. Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

    Giang Huong Duong

  2. Program of International Business, Nanhua University, Dalin Township, Chiayi County, Taiwan

    Wann-Yih Wu

  3. International Economics Faculty, Banking University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

    Long Hoang Le

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  1. Giang Huong Duong
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  2. Wann-Yih Wu
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  3. Long Hoang Le
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Correspondence to Long Hoang Le.

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Duong, G.H., Wu, WY. & Le, L.H. The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents. J Brand Manag 27, 531–545 (2020). https://doi.org/10.1057/s41262-020-00196-5

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