Understanding consumer motivations in online social brand engagement participation

Abstract

Purpose Through the lens of self-determination theory (SDT), the purpose of this paper is to examine the influence of autonomous and controlled motivational regulations in driving consumer participation in social brand engagement (SBE) practices. In addition, the moderating effects of cognitive effort and consumer demographic variables (age and gender) are examined. Design/methodology/approach The proposed model is tested by employing a quantitative survey design consisting of 832 consumers with prior experience in engaging with brands on social media. The respondents were conveniently interviewed using online questionnaire. The model estimation was done through structural equation modelling with AMOS 23.0. Findings The findings indicate that intrinsic, integrated, introjected and external motivational regulations significantly influence consumer participation in SBE activities, whereas identified regulation does not. Furthermore, while age and gender presented mixed interaction effects on the paths examined, cognitive effort does not moderate the influence of autonomous and controlled motivational regulations on SBE participation. Research limitations/implications This study employed a cross-sectional survey to explore consumer motivation and cognitive effort in SBE practices. As an exploratory study, the findings may be limited and not conclusive, which could limit the generalisation of the results reported. Practical implications This study demonstrates a need for retailing managers to understand customers’ varying intentions or needs in participating in online SBE activities As a result, retail managers need to adopt social media strategies that could elicit interest and curiosity on the part of the customer to excite them to participate in the brand social interactions. Originality/value This research contributes to the conceptual understanding of SBE through the application of SDT, and contends that cognitive effort does not moderate consumer participation in SBE practices. Also, the mixed findings resulting from the moderation test of age and gender sheds light on specific types of regulated motivations that are either moderated or not in relation to these demographic variables.