What’s in it for me? : consumer perceived value of marketing activities as a driver of consumer brand engagement on social network sites / Dr. Mary Jane Gardner, Western Kentucky University; Dr. Joseph Hai, Jr., University of South Alabama; Dr. Joanna Phillips Melancon, Western Kentucky University.

Database: Business Source Premier

Social network sites (SNSs), social media platforms such as Facebook and Instagram that allow users to connect and interact with other users including brands, are transforming the way companies, both big and small, communicate and market to consumers. However, marketers indicate they lack the necessary understanding to successfully use SNSs as a marketing tool. The purpose of this study was to create a classification of SNS marketing activities and empirically test the role of perceived value (instrumental, experiential, and social value) as drivers of online consumer brand engagement with marketing activities. Results indicate marketing activities differentially effect instrumental, social, and experiential value perceptions. In turn, the type of perceived value influences engagement with the brand. This study furthers marketers’ understanding of consumer responses to SNSs and provides a foundation from which effective social network strategies to maximize engagement and return on investment can be deployed by organizations. [ABSTRACT FROM AUTHOR]