Antecedents to Customer Engagement: Moderating Role of Media Richness of Brand Pages

Abstract

A key contributor to a brand’s strength is how well its customers are engaged with the brand. With marketers spending huge amounts of money on social media presence of their brands, it becomes vital to assess how well this social media presence in the form of brand pages is able to generate customer engagement. This study explores the characteristics of online brand pages and examines how they impact customer engagement with the brands. We also examine the moderating role of brand pages’ media richness in relationship with the characteristics of the brand page and customer engagement. The conceptual model proposed is evaluated using data from 479 survey responses towards 23 brand pages. This study contributes to the literature on customer engagement by proposing a decomposition of its dimensions and studying it in a system of conceptual relationships with its antecedents.