Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context

Dongmei Cao, Maureen Meadows, Donna Wong, Senmao Xia

Research output: Contribution to journalArticlepeer-review

141 Citations (Scopus)
6536 Downloads (Pure)


Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours, namely, consumption, contribution, and creation is underexplored. Hence, we seek to understand the various levels of engagement behaviours that are influenced by key social media contextual factors, namely media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the impact of social media contextual factors on various engagement behaviours.

Original languageEnglish
Pages (from-to)835-846
Number of pages12
JournalJournal of Business Research
Early online date17 Jun 2020
Publication statusPublished - Jan 2021

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 122, (2021)
DOI: 10.1016/j.jbusres.2020.06.025

© 2021, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/


  • Content trustworthiness Consumption
  • Contribution
  • Creation
  • Media richness
  • Social media engagement behaviour

ASJC Scopus subject areas

  • Marketing


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