The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-e
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The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook 1
Jin Kyun Lee & Sara Steffes Hansen 2 & Shu-Yueh Lee 2
# Springer Science+Business Media, LLC, part of Springer Nature 2018
Abstract This research examines the effect of brand personality self-congruity (BPC) on brand engagement and purchase intention on Facebook, while investigating how self-esteem moderates the relationship between BPC and brand engagement and purchase intention. Data from 301 Facebook users who clicked Blike^ for a brand were analyzed using factor analysis, structural equation modeling, and multi-group analysis. BPC showed a significant, positive influence on brand engagement and purchase intention. Also, it was found that brand engagement positively associated with purchase intention. Brand engagement partially mediated the relationship between BPC and purchase intention. BPC showed a conditional indirect effect on purchase intention via brand engagement depending on the level of self-esteem. Specifically, participants with lower self-esteem compared to those with higher self-esteem were more likely to seek brands that may help realize ideal self-concepts. Theoretical and practical implications for advertisers are discussed, as well as suggestions for future research in this area. Keywords Brand personality self-congruity . Brand engagement . Self-esteem . Facebook . Advertising . Social media
Introduction Brands heavily use Facebook as a key marketing channel to drive engagement, brand awareness, and advertising campaigns. Consumers who actively engage with brands through Facebook Blike,^ and other interactive features, tend to offer electronic word-of-mouth (eWOM) for their favorite brands (Wallace et al. 2014). A recent study of 98 global brands identified important factors that potentially increase or decrease the chances of consumers liking, commenting on or
* Jin Kyun Lee [email protected] Sara Steffes Hansen [email protected] Shu-Yueh Lee [email protected] 1
School of Advertising & Public Relations, Hongik University, B303-1, 2639, Sejong-ro, Jochiwon-eup, Sejong-si 30016, South Korea
2
Department of Journalism, College of Letters and Science, University of Wisconsin Oshkosh, 800 Algoma Blvd., Oshkosh, WI 54901, USA
sharing their Facebook posts (Malhotra et al. 2013). Trends indicate that 97% of Fortune 500 companies would use LinkedIn, 84% would use a Facebook brand page, and 84% would use Twitter in 2016 (Barnes and Griswold 2016). Brand engagement is defined as Bthe intensity of an individual’s participation and connection with an organization’s offering and/or organizational activities, or a customer’s behavioral manifestations that have a brand or firm focus, beyond purchase^ (Pongpaew et al. 2017, p. 6). The number of Blikes,^ shares, or comments that a brand’s page receives is a manifest embodiment for brand engagement (Chauhan and Pillai 2013). To achieve successful brand engagement, it is important for consumers to feel emotional an
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