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Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty

Lookup NU author(s): Dr Saleh Bazi, Professor Matthew GortonORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

Customer engagement is a key metric for gauging brands’ social media success. Luxury fashion brands increasingly use social media to connect with customers. This paper tests a model of the antecedents and consequences of engagement with luxury fashion brands on social media. Developing a content aesthetic quality scale with a sample of 1166 buyers of luxury fashion brands, we identify two routes for how social media content can augment brand loyalty and foster brand love for luxury fashion brands. We reveal that the effectiveness of social media content in generating customer brand engagement depends on its ability to be entertaining. Specifically, our findings demonstrate that entertainment affects customer engagement and mediates the relationship between content marketing (specifically, content aesthetic quality and celebrity endorsement) and customer engagement with luxury fashion brands.

Publication metadata

Author(s): Bazi S, Filieri R, Gorton M

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2023

Volume: 160

Print publication date: 01/05/2023

Online publication date: 28/02/2023

Acceptance date: 16/02/2023

Date deposited: 05/05/2023

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.jbusres.2023.113778

DOI: 10.1016/j.jbusres.2023.113778

ePrints DOI: 10.57711/gsrx-ag87

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