The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 19 December 2023
Issue publication date: 27 February 2024
Abstract
Purpose
This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.
Design/methodology/approach
Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.
Findings
The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.
Practical implications
The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.
Originality/value
This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.
Keywords
Acknowledgements
The authors would like to thank the Editor-in-Chief and the reviewers.
Since submission of this article, the following author have updated their affiliation: Revanth Kumar Guttena is Assistant Professor at the Woxsen University, Telangana, India.
Citation
Guttena, R.K., Wu, C.H.-J. and Atmaja, F.T. (2024), "The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model", Journal of Product & Brand Management, Vol. 33 No. 2, pp. 220-233. https://doi.org/10.1108/JPBM-05-2022-3999
Publisher
:Emerald Publishing Limited
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