The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations

摘要

AbstractAlthough there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.Highlights•Social media applications have been growing largely over the business area.•Less attention has been paid to the influence of antecedents of CBE.•We examine the influence of telepresence, social presence and involvement on CBE.•The research employed a Facebook Page that presents non-profit organizations.•The data were gathered from 400 Jordanian consumers.•We found that telepresence, social presence and involvement positively impact CBE.•CBE impacts electronic word of mouth and willingness to donate.•Results reveal how CBE formed in the context of non-profit organizations.