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The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations

Algharabat, R.
; 
Rana, Nripendra P.
; 
Dwivedi, Y.K.
; 
Alawan, A.
; 
Qasem, Z.
Publication Date
2018-01
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Supervisor
Keywords
Consumer brand engagement, Involvement, Jordan, Non-profit organisation, Social presence, Telepresence
Rights
© 2018 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
27/09/2017
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Department
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Management and Law Publications
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Abstract
Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.
URI
http://hdl.handle.net/10454/18068
Version
Accepted manuscript
Citation
Algharabat R, Rana NP, Dwivedi YK et al (2018) The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services. 40: 139-149.
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Link to Version of Record
https://doi.org/10.1016/j.jretconser.2017.09.011
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Article
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