Consumers’ social media engagement and online behavior: A structural equation modelling analysis

Dimitrios Amanatidis 1, Ifigeneia Mylona 2 * , Michael Dossis 3, Irene(Eirini) Kamenidou 2, Spyridon Mamalis 2
More Detail
1 School of Science and Technology, Hellenic Open University, Patra, GREECE
2 Department of Management Science and Technology, International Hellenic University, Kavala, GREECE
3 Department of Informatics, University of Western Macedonia, Kastoria, GREECE
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 14, Issue 1, Article No: e202401. https://doi.org/10.30935/ojcmt/13857
OPEN ACCESS   1248 Views   1030 Downloads   Published online: 04 Nov 2023
Download Full Text (PDF)

ABSTRACT

In this work we expand on previous results, which were obtained by applying an exploratory factor analysis process. The analysis was carried out on a dataset constructed by means of a quantitative questionnaire regarding consumers’ degree of engagement with social media and their respective online decisions and actions. Thus, the model under study here integrates these three derived constructs; “engagement”, “decision”, and “action” as its building blocks. The aim of this work is twofold: to validate model’s fit leveraging a confirmatory factor analysis process and to investigate the relations between the three factors with structural equation modelling. With respect to the first objective, the measurement part of the model is verified, and its fit is tested and accepted under several heterogeneous indices. Secondly, the structural part of the model is validated against theoretical hypotheses regarding the relations between the three latent variables. Results show that both “engagement” and “decision” predict “action”, with the former however being more important. To the best of our knowledge, the specific model built around these three constructs is not found elsewhere in literature and can prove to be a valuable source of information for e.g., marketers in their effort to apply an efficient marketing strategy.

CITATION

Amanatidis, D., Mylona, I., Dossis, M., Kamenidou, I., & Mamalis, S. (2024). Consumers’ social media engagement and online behavior: A structural equation modelling analysis. Online Journal of Communication and Media Technologies, 14(1), e202401. https://doi.org/10.30935/ojcmt/13857

REFERENCES

  • Ahmed, M. (2015). Is social media the biggest influencer of buying decisions? Social Media Today. https://www.socialmediatoday.com/marketing/masroor/2015-05-28/social-media-biggest-influencer-buying-decisions
  • Amanatidis, D., Mylona, I., & Dossis, M. (2022). Social media and consumer behaviour: Exploratory factor analysis. In Proceedings of 7th IEEE South-East Europe Design Automation, Computer Engineering, Computer Networks and Social Media Conference (SEEDA-CECNSM 2022), Ioannina, Greece. https://doi.org/10.1109/SEEDA-CECNSM57760.2022.9932979
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
  • Bennett, P. D. (1995). AMA dictionary of marketing terms. McGraw-Hill.
  • Bharucha, J. (2018). Social media and young consumers behavior. International Journal of Supply Chain Management, 7(6), 72-81.
  • Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons. https://doi.org/10.1002/9781118619179
  • Breakenridge, D. K. (2008). PR 2.0: New media, new tools, new audiences. FT Press.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
  • Bulmer, D., & DiMauro, V. (2010). The new symbiosis of professional networks: Social media’s impact on business and decision-making. The Society for New Communications Research. http://sncr.org/wp-content/uploads/2010/02/NewSymbiosisReportExec Summ.pdf
  • Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of Advertising Research, 56(1), 39-52. https://doi.org/10.2501/JAR-2015-028
  • Davis Mersey, R., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39-56. https://doi.org/10.1080/16522354.2010.11073506
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Du Plessis, P. J. (1990). Consumer behavior: A South African perspective. Southern Book Publishers.
  • Dwityas, N. A., & Briandana, R. (2017). Social media in travel decision making process. International Journal of Humanities and Social Science, 7(7), 193-201.
  • Efimova, L., & Grudin, J. (2007). Crossing boundaries: A case study of employee blogging. In Proceedings of the 40th Annual Hawaii International Conference on System Sciences (pp. 86-86). IEEE. https://doi.org/10.1109/HICSS.2007.159
  • Epskamp, S. (2015). semPlot: Unified visualizations of structural equation models. Structural Equation Modeling: A Multidisciplinary Journal, 22(3), 474-483. https://doi.org/10.1080/10705511.2014.937847
  • Field, A., Miles, J., & Field, Z. (2012). Discovering statistics using R. SAGE.
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 3.
  • Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709-717. https://doi.org/10.1016/j.bushor.2014.07.003
  • Gay, R., Charlesworth, A., & Esen, R. (2007). Online marketing: A customer-led approach. Oxford University Press.
  • Hoyle, R. H. (2012). Handbook of structural equation modeling. Guilford Press.
  • Ioanas, E. (2020). Social media and its impact on consumers’ behavior. Jurnal Analisa Kesehatan [Journal of Health Analysis], 1(1), 1.
  • Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 28(1), 23-45. https://doi.org/10.1108/IntR-09-2016-0279
  • Jaakonmäki, R., Müller, O., & Vom Brocke, J. (2017). The impact of content, context, and creator on user engagement in social media marketing. In Proceedings of the Annual Hawaii International Conference on System Sciences (pp. 1152-1160). IEEE. https://doi.org/10.24251/HICSS.2017.136
  • Jackson, D. L. (2003). Revisiting sample size and number of parameter estimates: Some support for the n:q hypothesis. Structural Equation Modeling, 10(1), 128-141. https://doi.org/10.1207/S15328007SEM1001_6
  • Jöreskog, K. G. (1970). A general method for estimating a linear structural equation system. ETS Research Bulletin Series, 1970(2), i-41. https://doi.org/10.1002/j.2333-8504.1970.tb00783.x
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Karekla, S., Gioltzidou, G., Kenterelidou, Κ., Galatsopoulou, F., Touri, Μ., Kostarella, Ι., & Skamnakis, Α. (2022). Communication for development and social change in Greece: An emerging field. The Step of Social Sciences, 20(75), 3-30.
  • Kim, G. S., Chun, J., Kim, Y., & Kim, C. K. (2021). Coastal tourism spatial planning at the regional unit: Identifying coastal tourism hotspots based on social media data. ISPRS International Journal of Geo-Information, 10(3), 167. https://doi.org/10.3390/ijgi10030167
  • Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495-1499. https://doi.org/10.1016/j.jbusres.2011.10.016
  • Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford Press.
  • Komodromos, M., Papaioannou, T., & Adamu, M. A. (2018). Influence of online retailers’ social media marketing strategies on students’ perceptions towards e-shopping: A qualitative study. International Journal of Technology Enhanced Learning, 10(3), 218-234. https://doi.org/10.1504/ijtel.2018.092705
  • Kotler, P. (2002). Marketing management: United States edition. Pearson.
  • Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94. https://doi.org/10.1177/1938965512458360
  • Lange, P. G. (2007). Publicly private and privately public: Social networking on YouTube. Journal of Computer-Mediated Communication, 13(1), 361-380. https://doi.org/10.1111/j.1083-6101.2007.00400.x
  • Lee, S. A., & Jeong, M. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49-58. https://doi.org/10.1016/j.ijhm.2014.03.008
  • Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482. https://doi.org/10.1016/j.bushor.2017.03.005
  • Meshi, D., Elizarova, A., Bender, A., & Verdejo-Garcia, A. (2019). Excessive social media users demonstrate impaired decision making in the Iowa gambling task. Journal of Behavioral Addictions, 8(1), 169-173. https://doi.org/10.1556/2006.7.2018.138
  • Mitchell, M., & Jolley, J. (2012). Research design explained. Wadsworth Publishing.
  • Mylona, I., & Amanatidis, D. (2017). Web 2.0 and Semantic Web perspective for Public Relations. Qualitative and Quantitative Methods in Libraries, 6(1), 155-163.
  • Power, D. J., & Phillips-Wren, G. (2011). Impact of social media and Web 2.0 on decision-making. Journal of Decision Systems, 20(3), 249-261. https://doi.org/10.3166/jds.20.249-261
  • Rather, R. A. (2019). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 32(2), 116-135. https://doi.org/10.1080/08911762.2018.1454995
  • Retnowati, E., & Mardikaningsih, R. (2021). Study on online shopping interest based on consumer trust and shopping experience. Journal of Marketing and Business Research, 1(1), 15-24.
  • Rosenblatt, G. (2023). Engagement pyramid: Visualize the different ways a person might get involved with your campaign. https://commonslibrary.org/engagement-pyramid
  • Rosseel, Y. (2012). lavaan: An R package for structural equation modeling. Journal of Statistical Software, 48, 1-36. https://doi.org/10.18637/jss.v048.i02
  • Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88(1/2), 94-101.
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. https://doi.org/10.1108/00251741211203551
  • Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214. http://doi.org/10.1080/13527266.2013.871323
  • Sema, P. (2013). Does social media affect consumer decision-making. https://scholarsarchive.jwu.edu/mba_student/24/
  • Shirky, C. (2011). The political power of social media: Technology, the public sphere, and political change. Foreign Affairs, 90(1), 28-41. https://www.jstor.org/stable/25800379
  • Smolak-Lozano, E., Balonas, S., & Ruão, T. (2020). Public relations strategies in social media: Analysis of campaigns for social change in the education sector in Spain and Portugal. Comunicação e Sociedade [Communication and Society], 175-196. https://doi.org/10.17231/comsoc.0(2020).2746
  • Tafesse, W., & Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing, 35(3), 241-253. https://doi.org/10.1108/jcm-08-2016-1905
  • Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002
  • Vinerean, S., & Opreana, A. (2021). Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654. https://doi.org/10.3390/jtaer16070145
  • Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66. https://doi.org/10.5539/ijbm.v8n14p66
  • Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
  • Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: An examination of the role of social media marketing. Young Consumers, 17(3), 243-255. https://doi.org/10.1108/YC-03-2016-00590