A1 Refereed original research article in a scientific journal
Genuine, fake, or does it matter? exploring engagement behavior driven by self-presentation
Authors: Alexander, Matthew; Jaakkola, Elina; Thanvarachorn, Archareeporn; Doherty, Anne Marie
Publisher: Elsevier BV
Publication year: 2026
Journal: Journal of Business Research
Article number: 116144
Volume: 210
ISSN: 0148-2963
eISSN: 1873-7978
DOI: https://doi.org/10.1016/j.jbusres.2026.116144
Publication's open availability at the time of reporting: Open Access
Publication channel's open availability : Partially Open Access publication channel
Web address : https://doi.org/10.1016/j.jbusres.2026.116144
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/523242594
Self-archived copy's licence: CC BY
Self-archived copy's version: Publisher`s PDF
Customer engagement research assumes engagement is underpinned by pre-existing purchase or usage relationships and genuine cognitive or emotional connections with a brand. However, social media research reveals extensive activity motivated by self-presentation, resulting in content that lacksveracity.This paper explores self-presentation-driven engagement behaviors on social media and thebrand relationships that drive them. A qualitative study employing semi-structured interviews with 30 Facebook users was conducted, revealingthree types of engagement behaviors for self-presentation (EBSP) — “staged,” “fanciful,” and “faked” behaviors — and identifying their underlying brand relationships and consumer motivations that deviate from existing assumptions in engagement research. This study contributes by(1) introducing new types of engagement behaviors informed by self-presentation theory; (2) challenging assumptions about the brand relationships that support customer engagement; (3) reframing how engagement should be conceptualized and studied; and (4) revealing how engagement behaviors reflect differing levels of congruity between the self and brand.
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