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Exploring Consumer Engagement with Museum Social Media Pages and Its Impact on Brand Awareness, Perceived Quality and Brand Loyalty: A Quantitative Study in European Museums
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Resumo(s)
This study examines the impact of consumer engagement in social media brand communities
(SMBCs) on museum brand equity. Based on the Consumer-Based Brand Equity (CBBE)
framework, the model incorporates brand awareness, perceived quality, and brand loyalty,
with consumer engagement in SMBCs conceptualised as a second-order reflective construct
comprising seven dimensions: enjoyment, enthusiasm, attention, absorption, learning,
sharing, and endorsing.
A two-stage reflective model was applied to data from 275 followers of the museum on social
media. Results showed that behavioral dimensions, especially sharing and endorsing, play a
dominant role in driving engagement with museum social media official pages. Consumer
engagement significantly enhances museum awareness and perceived quality, while
perceived quality positively predicts museum loyalty. Although the direct effect from
awareness to loyalty was limited, an indirect impact via perceived quality was confirmed.
The findings highlight the importance of emotional and behavioral participation in
strengthening museum–audience relationships through social media.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumer Engagement Social Media Brand Community Brand Awareness Perceived Quality Brand Loyalty Museum SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure