The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Yunfeng Shang; Hina Rehman; Khalid Mehmood; Aidi Xu; Yaser Iftikhar; Yifei Wang; Ridhima Sharma

doi:10.3389/fpsyg.2022.811282

Frontiers in Psychology (Apr 2022)

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Yunfeng Shang,
Hina Rehman,
Khalid Mehmood,
Aidi Xu,
Yaser Iftikhar,
Yifei Wang,
Ridhima Sharma

Affiliations

Yunfeng Shang: School of Hospitality, Zhejiang Yuexiu University, Shaoxing, China
Hina Rehman: Faculty of Management Sciences, National University of Modern Languages (NUML), Islamabad, Pakistan
Khalid Mehmood: Key Research Base Project of Humanities and Social Sciences of Universities in Hubei Province, Research Center of Hubei Micro and Small Enterprises Development, School of Economics and Management, Hubei Engineering University, Xiaogan, China
Aidi Xu: School of International Business, Zhejiang Yuexiu University, Shaoxing, China
Yaser Iftikhar: Armed Forces Post Graduate Medical Institute (AFPGMI), National University of Medical Sciences (NUMS), Rawalpindi, Pakistan
Yifei Wang: School of Economics and Management, Tongji University, Shanghai, China
Ridhima Sharma: Vivekananda Institute of Professional Studies, New Delhi, India

DOI: https://doi.org/10.3389/fpsyg.2022.811282
Journal volume & issue: Vol. 13

Abstract

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This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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