The role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approach

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dc.contributor.authorIbrahim, Blend
dc.contributor.authorAljarah, Ahmad
dc.date.accessioned2023-10-30T11:43:43Z
dc.date.available2023-10-30T11:43:43Z
dc.date.issued2023en_US
dc.departmentFakülteler, İşletme Fakültesi, İngilizce İşletme Bölümüen_US
dc.description.abstractPurpose – This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant Instagram pages. The study examines the mediating role of user engagement between SMMAs and self–brand connections. Also, this study explores the connection between SMMAs and user engagement through the moderating role of gender and trust. Design/methodology/approach – A convenience sample method was employed to collect data from customers (18–24 years old). A structural equation modeling approach and PROCESS macro were applied based on 298 online questionnaires completed by customers who follow restaurant Instagram pages. The mediating effect for user engagement and the moderating effect for gender and trust were performed. Findings – The findings revealed that SMMAs have a significant positive influence on self–brand connection and user engagement. Further, user engagement acts as a mediator between SMMAs and self–brand connection. The results illustrate the importance of SMMAs in enhancing user engagement in light of gender and trust. Practical implications – This paper presents significant managerial implications for restaurant businesses about how SMMAs can effectively enhance user engagement behavior and self–brand connection on Instagram pages. Originality/value – This research developed a theoretical model to understand how SMMAs might enhance user engagement in the restaurant industry by invoking gender and trust as moderating variables in the relationship between SMMAs and user engagement. This paper offers new theoretical and practical contributions that add value to social media marketing (SMM) literature by testing the moderated–mediation model of these constructs in the hospitality sector.en_US
dc.identifier.doi10.1108/EJIM-08-2022-0452en_US
dc.identifier.scopus2-s2.0-85147003535en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/6844
dc.identifier.urihttps://doi.org/10.1108/EJIM-08-2022-0452
dc.identifier.wosWOS:000918997900001en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.relation.ispartofEuropean Journal of Innovation Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectSocial media marketing, User engagement, Self–brand connection, Instagram page, Restaurant industryen_US
dc.titleThe role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approachen_US
dc.typeArticleen_US

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