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Enhancing Consumer Social Media Brand Engagement: An Examination of the Interactive Influence of Perceived Utilitarian and Hedonic Benefit

Re-an Müller et al.

Business Perspectives and Research2025https://doi.org/10.1177/22785337251342838article
AJG 1ABDC C
Weight
0.37

What the paper says

While prior studies have extensively examined drivers and antecedents of social media brand engagement, they have largely overlooked the role of moderating factors that could strengthen the relationship. The study examined the interactive effect of utilitarian and hedonic perceived usefulness on the relationship between the antecedents of consumer brand engagement (CBE) (consumer involvement, participation, and brand interactivity) and consumer social media brand engagement (CSMBE). Online data from 535 respondents (mean age = 39, STD = 12.079) were analyzed using Statistical Package for the Social Sciences (SPSS) 29. The result shows that utilitarian benefits have insignificant interactive effects on the relationships between consumer involvement, participation, brand interactivity, and social media brand engagement. Hedonic benefits significantly moderate the relationships between consumer involvement, participation, brand interactivity, and consumer social media engagement. The study differs significantly from past research by shifting the focus from merely identifying the antecedents of CSMBE to investigating how utilitarian and hedonic perceived usefulness moderate the relationship between these antecedents and CBE.

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https://doi.org/https://doi.org/10.1177/22785337251342838

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@article{re-an2025,
  title        = {{Enhancing Consumer Social Media Brand Engagement: An Examination of the Interactive Influence of Perceived Utilitarian and Hedonic Benefit}},
  author       = {Re-an Müller et al.},
  journal      = {Business Perspectives and Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/22785337251342838},
}

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.