TY - JOUR
T1 - Turning social endorsement into brand passion
AU - Wang, Tien
AU - Thai, Trung Dam Huy
AU - Ly, Pham Thi Minh
AU - Chi, Tran Phuong
N1 - Publisher Copyright:
© 2021 Elsevier Inc.
PY - 2021/3
Y1 - 2021/3
N2 - Internet technology has popularized the “like” as a type of social endorsements on social media. Despite the high impact of brand passion on customer behavior and brand performance, questions remain regarding how social endorsement triggers customer desires toward a brand. This study establishes “like-clicking” behavior on social media as a form of friend-bonding social endorsement and crowd-bridging social endorsement, based on theories of social capital and self-congruence, and examines the extent to which endorsement turns into emotional attachment (i.e., brand passion). Two approaches were employed: Partial Least Square (PLS) and Fuzzy Set Qualitative Comparative Analysis (FsQCA). The PLS and fsQCA results revealed causal and structural associations of friend-bonding and crowd-bridging social endorsements with self-verification and self-enhancement, and thereby with the outcome of obsessive and harmonious brand passion. These findings enrich our understanding of social endorsement. Encouraging customers to endorse the brand through passionate behavior is a sound marketing strategy.
AB - Internet technology has popularized the “like” as a type of social endorsements on social media. Despite the high impact of brand passion on customer behavior and brand performance, questions remain regarding how social endorsement triggers customer desires toward a brand. This study establishes “like-clicking” behavior on social media as a form of friend-bonding social endorsement and crowd-bridging social endorsement, based on theories of social capital and self-congruence, and examines the extent to which endorsement turns into emotional attachment (i.e., brand passion). Two approaches were employed: Partial Least Square (PLS) and Fuzzy Set Qualitative Comparative Analysis (FsQCA). The PLS and fsQCA results revealed causal and structural associations of friend-bonding and crowd-bridging social endorsements with self-verification and self-enhancement, and thereby with the outcome of obsessive and harmonious brand passion. These findings enrich our understanding of social endorsement. Encouraging customers to endorse the brand through passionate behavior is a sound marketing strategy.
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U2 - 10.1016/j.jbusres.2021.01.011
DO - 10.1016/j.jbusres.2021.01.011
M3 - Article
AN - SCOPUS:85100174354
VL - 126
SP - 429
EP - 439
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -