A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä
Genuine, fake, or does it matter? exploring engagement behavior driven by self-presentation
Tekijät: Alexander, Matthew; Jaakkola, Elina; Thanvarachorn, Archareeporn; Doherty, Anne Marie
Kustantaja: Elsevier BV
Julkaisuvuosi: 2026
Lehti: Journal of Business Research
Artikkelin numero: 116144
Vuosikerta: 210
ISSN: 0148-2963
eISSN: 1873-7978
DOI: https://doi.org/10.1016/j.jbusres.2026.116144
Julkaisun avoimuus kirjaamishetkellä: Avoimesti saatavilla
Julkaisukanavan avoimuus : Osittain avoin julkaisukanava
Verkko-osoite: https://doi.org/10.1016/j.jbusres.2026.116144
Rinnakkaistallenteen osoite: https://research.utu.fi/converis/portal/detail/Publication/523242594
Rinnakkaistallenteen lisenssi: CC BY
Rinnakkaistallennetun julkaisun versio: Kustantajan versio
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.
Ladattava julkaisu This is an electronic reprint of the original article. |  |
