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Loureiro, S. M. C., Bilro, R.G. & Japutra, A. (2020). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product and Brand Management. 29 (3), 387-408

S. M. Loureiro et al.,  "The effect of consumer-generated media stimuli on emotions and consumer brand engagement", in Journal of Product and Brand Management, vol. 29, no. 3, pp. 387-408, 2020

@article{loureiro2020_1732202633106,
	author = "Loureiro, S. M. C. and Bilro, R.G. and Japutra, A.",
	title = "The effect of consumer-generated media stimuli on emotions and consumer brand engagement",
	journal = "Journal of Product and Brand Management",
	year = "2020",
	volume = "29",
	number = "3",
	doi = "10.1108/JPBM-11-2018-2120",
	pages = "387-408",
	url = "https://www.emeraldgrouppublishing.com/jpbm.htm"
}

TY  - JOUR
TI  - The effect of consumer-generated media stimuli on emotions and consumer brand engagement
T2  - Journal of Product and Brand Management
VL  - 29
IS  - 3
AU  - Loureiro, S. M. C.
AU  - Bilro, R.G.
AU  - Japutra, A.
PY  - 2020
SP  - 387-408
SN  - 1061-0421
DO  - 10.1108/JPBM-11-2018-2120
UR  - https://www.emeraldgrouppublishing.com/jpbm.htm
AB  - Purpose – This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Design/methodology/approach – Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.

Findings – The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.

Practical implications – The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.

Originality/value – This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.
ER  -