Mapping Methods of Research on Consumer Engagement with Brands on Social Media: A Literature Review

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F21%3A10418680" target="_blank" >RIV/00216208:11230/21:10418680 - isvavai.cz</a>

Result on the web

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=kPJCwgghBW" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=kPJCwgghBW</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1177/2059799120985384" target="_blank" >10.1177/2059799120985384</a>

Result language

angličtina

Original language name

Mapping Methods of Research on Consumer Engagement with Brands on Social Media: A Literature Review

Original language description

Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies this paper aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: a) low methods&apos; diversity, b) dominant reliance on visible social media metrics and c) negative aspects of consumer-brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer-brand engagement.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Methodological Innovations [online]

ISSN

2059-7991

e-ISSN

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Volume of the periodical

14

Issue of the periodical within the volume

1

Country of publishing house

GB - UNITED KINGDOM

Number of pages

23

Pages from-to

1-23

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85106279493