Journal of Information Technology Applications and Management

  • 제30권4호
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  • Pages.65-76
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  • 2023
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  • 1598-6284(pISSN)
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  • 2508-1209(eISSN)
한국데이터전략학회 (Korea Data Strategy Society)
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브랜드 진정성과 자아-브랜드 연결성이 소셜 미디어에서의 고객 인게이지먼트와 충성도에 미치는 영향

The Impact of Brand Authenticity and Self-Brand Connection on Customer Engagement and Loyalty in Social Media

  • Yoonjae Lee (Yeungnam University, Department of Business Administration)
  • 투고 : 2023.08.14
  • 심사 : 2023.08.25
  • 발행 : 2023.08.31
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초록

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

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과제정보

This work was supported by the 2022 Yeungnam University Research Grant.

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