Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, Imran Khan
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The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>We focus on SMI, CBE and BCB. 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Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity
Purpose
Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.
Design/methodology/approach
We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.
Findings
The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.
Research limitations/implications
We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.
Practical implications
The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.
Originality/value
While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.
期刊介绍:
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies