Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval
This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and soc...
| Main Author: | |
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| Format: | Thesis |
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Curtin University
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/79106 |
| _version_ | 1848764007861714944 |
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| author | Onasanya, Yoyinsola Arinola |
| author_facet | Onasanya, Yoyinsola Arinola |
| author_sort | Onasanya, Yoyinsola Arinola |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and social approval are examined. Using an abductive approach, the hypotheses of this study are tested. The findings provide an insight into how consumers on social media platforms, develop their brand preferences. |
| first_indexed | 2025-11-14T11:12:31Z |
| format | Thesis |
| id | curtin-20.500.11937-79106 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:12:31Z |
| publishDate | 2019 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-791062020-05-14T09:19:29Z Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval Onasanya, Yoyinsola Arinola This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and social approval are examined. Using an abductive approach, the hypotheses of this study are tested. The findings provide an insight into how consumers on social media platforms, develop their brand preferences. 2019 Thesis http://hdl.handle.net/20.500.11937/79106 Curtin University fulltext |
| spellingShingle | Onasanya, Yoyinsola Arinola Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title | Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title_full | Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title_fullStr | Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title_full_unstemmed | Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title_short | Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval |
| title_sort | does social media user engagement impact brand preference? exploring the interactive roles of self-brand congruence and perceived social approval |
| url | http://hdl.handle.net/20.500.11937/79106 |