Proposing a Model to Link Content Type, Emotion and Consumer Engagement Behavior Erni Martini, Ratih Hurriyati, Mokh Adib Sultan, Puspo Dewi Dirgantari
Universitas Pendidikan Indonesia
Abstract
The purpose of this study is to propose a conceptual model that predicts the role of emotion as a variable that mediates the relationship between content type and consumer engagement behavior on social media. Research that has investigated the results of research on content types with consumer engagement behavior, especially in social media, has been very developed nowadays. However, only a few studies have been conducted to assess the mediating impact of emotions on content type and consumer behavior. This study uses the basic theory of Stimulus Organism Response (SOR) to conceptualize and operationalize the research construct. This conceptual model is new in the social media literature that examines the relationship between consumer engagement, emotion, and content type simultaneously. This model also predicts engagement behavior mediated by emotions that social media users feel after consuming brand-generated content.
Keywords: Social Media, Engagement Behavior, Content Type, Emotional State, E-Commerce
