QR Code

Social Media Engagement: How do the Characteristics of Brand-related User-generated Content Motivate Engagement Behaviour with the Moderating Effect of Social Relationships

The number of consumers using social media is increasing globally and social media becomes an important tool for marketers to promote brand marketing campaigns. The advent of social media enables consumers to actively show opinions and attitudes rather than passively receive branded content. On soci...

Full description

Bibliographic Details
Main Author:	Xu, Zhehan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Online Access:	https://eprints.nottingham.ac.uk/70355/

Similar Items

Social Media Customer Engagement: Studying Anchor Seller and Brand or Product’s Effect on Customer Engagement in the Context of Social Selling Livestreams and Motivators of Engagement
by: CHUNG, Yuk-Kwan
Published: (2020)

Luxury fashion brands engagement and Social media – The case of Generation Y in Thailand
by: Pasuhirunnikorn, Nantanut
Published: (2017)

Social Media Engagement: the Role of Social Media Content and Customer Motivations for Using Non-profit Organisations' Social Media Sites
by: Chiu, Szu-Wei
Published: (2016)

Customer engagement in social media based brand community
by: ZHANG, Dina
Published: (2016)

Social Media Engagement in Ethical Consumption: the Role of Social Media Content and Customer Attitudes for engaging with Commercial Organisation’s Social Media Sites
by: ZHENG, YULAN
Published: (2017)

Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval
by: Onasanya, Yoyinsola Arinola
Published: (2019)

How alcohol marketing engages users with alcohol brand content on Facebook: an Indian and Australian perspective
by: Gupta, H., et al.
Published: (2017)

Social media motivations and political engagement among UTAR students
by: Lee, Yi Ling
Published: (2024)

The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages
by: Morshed, Ahmed Fahim
Published: (2025)

The Impacts of Active Consumers’ Engagement with Social Media Brand-related Content (CESBC) on Instagram in Luxury Jewellery Market
by: Wu, Lingyi
Published: (2019)

Social media: engaging language learning
by: Mohd Sukri, Hanna Insyirah, et al.
Published: (2018)

Social media: engaging language learning
by: Mohd Sukri, Hanna Insyirah, et al.
Published: (2018)

How do brand evaluations affect online brand engagement? Mediation impact and evidence from Facebook
by: Alqahtani, Abdul, et al.
Published: (2024)

Examining Brand-Related User-Generated Content on Twitter: Machine Learning Approaches to Topic Analysis and the Investigation of Social Motivations
by: Theuring, Jonathan
Published: (2019)

How emotions from content social relevance mediate social media engagement: evidence from European supermarkets during the COVID-19 pandemic
by: Ballerini, Jacopo, et al.
Published: (2023)

CUSTOMER ENGAGEMENT AND BUILDING BRAND LOYALTY ON THE SOCIAL MEDIA-BASED COMMUNITY ON FACEBOOK AND INSTAGRAM IN INDIA
by: Jain, Aditi
Published: (2020)

Impact of social media and user- generated content on travellers for vacation decision-making.
by: Khara, Priyal
Published: (2012)

The role of Social Media in SMEs’ Customer Engagement in China
by: Chen, Xiunan
Published: (2017)

Social media functionality as the indicators on fostering civic engagement
by: Abd Latib, Latifah, et al.
Published: (2020)

Identity brand avoidance: How is it manifested in social media?
by: CHAN KAO CHUNG, Cindy
Published: (2011)

The Instagram Aesthetic: Exploring the relationship between colour and consumer engagement amongst social media's beauty brands
by: Flower, Rachel
Published: (2020)

Customers Co-Creation Intention: The Mediating Role Of Customer Brand Engagement On Social Media In Fashion Retail
by: Abdelaziz, Kesmat Mohamed Elsayed
Published: (2022)

How attachment and community identification affect user stickiness in social commerce: a consumer engagement experience perspective
by: Gao, Xian, et al.
Published: (2022)

Comparing the use of Social Media for Brand and Consumer Engagement at a Local FMCG and a Multinational Corporation in Pakistan
by: Zafar, Siham
Published: (2013)

Examining the impact of top Malaysian brands' social media marketing on customer engagement: using big data analytics
by: Abdul Rahman, Wan Nurhayati
Published: (2020)

Social media usage for civic engagement / Anne Marie Warren
by: Warren, Anne Marie
Published: (2014)

University students’ engagement with Ulamas’ political messages on social media
by: Usman,, et al.
Published: (2024)

The influence of customer engagement through social media on the purchase intention
by: Mohd Ishak, Ahmad Nazmi
Published: (2017)

Setting the stage: Social-environmental and motivational predictors of optimal training engagement
by: Quested, Eleanor, et al.
Published: (2009)

User engagement with social media, implication on the library usage: a case of selected public and academic libraries in Malaysia
by: Shafawi, Sharyna, et al.
Published: (2018)

Engaging the culture of social innovation
by: Ismail, Nor Atiah
Published: (2013)

Social media brand engagement as a proxy for E-commerce activities: a case study of Sina Weibo and JD
by: Lin, Weiqiang, et al.
Published: (2019)

Patterns of content and sharing among social media users in Malaysia
by: Mohd Radzi, Siti Ramizah Khairunnisa, et al.
Published: (2022)

Liability risks in shareholders’ engagement via electronic communication and social media
by: Aiman Nariman, Mohd Sulaiman, et al.
Published: (2020)

Examining the Impact of Green marketing on Consumer Engagement in Social Media Environment
by: Zhang, Siyu
Published: (2019)

An investigation of Spontaneous Volunteers’ Social Media Engagement in Emergency Disaster Management
by: Ahmad, Sumayyah
Published: (2024)

Exploring new media influences on social engagement among youths in Malaysia
by: Mohamed Nawi, Nul Widaya
Published: (2022)

How Corporate Social Responsibility Engagement affects Corporate Financial Performance in the UK
by: Yang, Yating
Published: (2020)

The Effect of Advertainment toward The Affective Motivations of Online Customer Brand Engagement
by: Liu, Yen-Chun
Published: (2014)

Engagement in social activism and its implications on social responsibility
by: Abeysinghet, Shantha, et al.
Published: (2009)