Perceived characteristics of social media platforms and consumer brand engagement in the automobile industry
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Nigerian Journal of Business Administration
The capacity of social media platforms to accommodate huge audience of diverse clusters and interest has propelled businesses across industries to adopt social media to create and foster engagement with their customers. This study examined perceived characteristics of social media platforms and customer brand engagement in the automobile industry. Descriptive survey research design was used to gather information from participants with the aid of structured questionnaire. The population of the study consisted of 862 postgraduate students of University of Lagos. Convenience sampling approach was adopted to draw a sample of 192 respondents; however, the empirical results were based on the analysis of 183 valid responses. Hypotheses were tested using Pearson correlation and hierarchical multiple linear regression analysis. The findings revealed that all the five dimensions of social media characteristics consisting of participation, conversionality, connectedness, community and communality, and openness are positive and significantly related to one another and customer brand engagement. Similarly, all the five social media characteristics significantly predicted customer brand engagement in the automobile industry. The study showed that both gender and are not a significant predictors of consumer brand engagement. Based on the findings, the study concludes that the transformational opportunities created by social media platforms have become a solid avenue for businesses to foster engagement with their customers. The study recommends that companies desirous of improving engagement with their customers should develop strategies such as conversational marketing and relationship marketing tactics among others to enhance their social media communities by constructing effective social media toolkits, appropriate content and expressive conversations that will appeal to diverse users.
Social media , Openness , Community and communality , Conversionality , Consumer brand engagement , Research Subject Categories::SOCIAL SCIENCES::Social sciences
Rahim, A.G., & Bakare, R.D. (2021). Perceived characteristics of social media platforms and consumer brand engagement in the Automobile Industry, Nigerian Journal of Business Administration, 19(1), 166-172.