Title:	THE EFFECTS OF COLLECTIVISM AND SOCIAL NETWORK SELF-CONGRUITY ON ENGAGEMENT
Author(s):	Sara Santos and Pedro Espírito Santo
ISBN:	978-989-8533-90-6
Editors:	Piet Kommers and Guo Chao Peng
Year:	2019
Edition:	Single
Keywords:	Collectivism, Individualism, Self-Congruity, Social Networks, Engagement
Type:	Full Paper
First Page:	293
Last Page:	300
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	In recent years, social media and special social networks are being part of people's everyday lives and consumers use a variety of social media channels daily. For firms, it has become a key tool in the promotion of brands, products and services. Furthermore, people have different characteristics of individualism, collectivism and congruity with social networks. However, empirical research on consumer–brand engagement on social networks is still scarce. The aim of this research is to understand the relation among collectivism, self-congruity with social network and social networks engagement. Using an online questionnaire conducted across 484 participants in Portugal, the results show that collectivism has a positive influence on social network engagement (consumption and contribution). Our finds also reveal that self-congruence of individuals has influence on their engagement with social networks. In practical implications, marketers should see the values and lifestyle of their users to improve their social networks pages.
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