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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Methodological Innovations [online]

ISSN

2059-7991

e-ISSN

—

Svazek periodika

14

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

23

Strana od-do

1-23

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85106279493