Consumer Engagement on Social Networking Sites

In spite the significance of consumer engagement that scholars have recognized, there is a gap in understanding influencing factors social networking behaviors. light identity theory, this study considered susceptibility to interpersonal influence (SIPI) and self-expressive brands (SEBs) on Data from our research demonstrated SEBs SIPI were positively related brand attachment, which also impacted liking, sharing, commenting sites (SNS). addition, attachment played positive mediating role among SEB, SIPI, SNS. The explores affecting SNS with new insight guides managers seek efficient ways drive consumers engage online networks.