Abstract

Social media usage has been proliferated among different groups of individuals. This proliferation has provided an opportunity for firms to get connected with their potential consumers, to introduce and promote their products, and to enhance their consumer engagement in social media. In this study, a research model has been proposed which investigates the impact of influencer popularity, discourse logic, and argument frame on consumer engagement in social media. Moreover, this study investigates the moderating role of product lifecycle and product involvement on the above relationships. The proposed research model will be examined using secondary data from three different social media platforms of Facebook, Instagram and Twitter on different groups of products (i.e., product lifecycle stages and product involvements) and social media users (i.e., influencers and ordinary users). Finally, a series of post-hoc analyses will be conducted to understand if social media platforms vary in terms of consumer engagements.

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