Engaging consumers through firm-generated content on Instagram
Title (trans.)Engagement del consumidor a través del contenido generado por las empresas en instagram
EntityUAM. Departamento de Financiación e Investigación Comercial
10.1108/SJME-11-2020-0189Spanish Journal of Marketing - Esic 25.3 (2021): 355-373
ISSN2444-9695 (print); 2444-9709 (online)
Funded byUniversity of Valencia (Spain) under Grant UV-INV-AE19-1212255
SubjectsCustomer engagement; Eco-friendly restaurant; Enjoyment; Instagram; Originality; Economía
Rights© Estefania Ballester, Carla Ruiz-Mafé and Natalia Rubio
Esta obra está bajo una Licencia Creative Commons Atribución 4.0 Internacional.
Purpose: The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach: The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour. Findings: The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant. Originality/value: This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions
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