Nirma University Journal of Business and Management Studies
Shaurya Srivastava1
, Shivangi Rai2 and Bhargav Parekh3
1Institute of Management, Nirma University, Ahmedabad, Gujarat, India
2Indian Institute of Management, Ahmedabad, Gujarat, India
3XIM University, Bhubaneswar, Odisha, India
This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Purpose This research aims to establish an understanding of the drivers of brand engagement and brand image on websites and social media platforms, through independent variables such as brand storytelling, user-generated content (UGC) and collaboration within the S-O-R framework. Given rapidly changing trends and simultaneous consumer preferences, understanding the key drivers behind these shifts is essential.
Methodology This study uses a standardised online survey tool to gather data from a diverse group of individuals in the state of Gujarat, India. This study analyses the data through partial least squares–structural equation modelling (PLS-SEM) to understand the key drivers of brand image and consumer engagement.
Findings These findings of the study show positive responses for all the variables, specifically brand storytelling and UGC in context with social media, which indicated shaping consumer engagement and brand image. However, collaboration did not necessarily indicate a positive impact on both consumer engagement and brand image. Also, in the context of websites, UGC did not have a positive impact on consumer engagement.
Practical implications This article suggests a strategic selection and use of online marketing channels for brands to foster brand engagement and strengthen brand image.
Originality The combined significance of brand storytelling, influence of UGC and collaboration on websites as well as social media for understanding the impact on brand image and engagement has not been studied previously.
Brand Image, Brand Engagement, User-generated Content, Brand Storytelling, Collaboratio
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