Perceived characteristics of social media platforms and consumer brand engagement in the automobile industry

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dc.contributor.authorRahim, A.G.
dc.contributor.authorBakare, R.D.
dc.date.accessioned2022-01-19T13:41:22Z
dc.date.available2022-01-19T13:41:22Z
dc.date.issued2021
dc.descriptionScholarly articleen_US
dc.description.abstractThe capacity of social media platforms to accommodate a huge audience of diverse clusters and interests has propelled businesses across industries to adopt social media to create and foster engagement with their customers. This study examined the perceived characteristics of social media platforms and consumer 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, conventionality, connectedness, community and communality, and openness are positive and significantly related to one another and consumer brand engagement. Openness and conventionality dimensions of social media predicted consumer brand engagement in the automobile industry. The study showed that both gender and age are not 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.en_US
dc.identifier.citationRahim, A.G., & Bakare, R.D. (2021). Perceived characteristics of social media platforms and consumer brand engagement in the automobile industry, , 19(1), 166-172.en_US
dc.identifier.urihttps://ir.unilag.edu.ng/handle/123456789/10562
dc.language.isoenen_US
dc.publisherNigerian Journal of Business Administrationen_US
dc.relation.ispartofseriesUniversity of Benin;19(1)
dc.subjectAutomobile industryen_US
dc.subjectBranden_US
dc.subjectConsumer brand engagementen_US
dc.subjectGenderen_US
dc.subjectPerceived characteristics of social mediaen_US
dc.titlePerceived characteristics of social media platforms and consumer brand engagement in the automobile industryen_US
dc.typeArticleen_US
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