Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior

Authors
Erni Martini1, Ratih Hurriyati1, *, Mokh Adib Sultan1, Puspo Dewi Dirgantari1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: rhurriyati@upi.edu
Corresponding Author
Ratih Hurriyati
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_99How to use a DOI?
Keywords
Social Media; Engagement Behavior; Content-Type; Emotional State; E-Commerce
Abstract

This study proposed a conceptual model that predicts the role of emotion as a variable mediating the relationship between content type and consumer engagement behavior on social media. Research that has investigated the results of research on content types with consumer engagement behavior, especially in social media, has been significantly developed nowadays. However, only a few studies have been conducted to assess the mediating impact of emotions on content type and consumer behavior. This study uses the basic Stimulus Organism Response (SOR) theory to conceptualize and operationalize the research construct. This conceptual model is new in the social media literature that examines the relationship between consumer engagement, emotion, and content type simultaneously. This model also predicts engagement behavior mediated by social media users’ emotions after consuming brand-generated content.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_99How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Erni Martini
AU  - Ratih Hurriyati
AU  - Mokh Adib Sultan
AU  - Puspo Dewi Dirgantari
PY  - 2023
DA  - 2023/09/29
TI  - Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 955
EP  - 962
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_99
DO  - 10.2991/978-94-6463-234-7_99
ID  - Martini2023
ER  -