The Influence of Social Media Brand Page Characteristics on Customer Engagement Behavior

doi:10.15936/j.cnki.1008-3758.2021.05.005

Abstract

Abstract: This article explores the influence of social media brand page characteristics on customer engagement behavior by analyzing 515 valid questionnaires from Sina Weibo users through questionnaire survey method. The results show that Weibo brand page characteristics positively affect user experience perception， and user experience perception positively affects brand page attitude; brand page attitude positively affects customer engagement behavior; user experience perception and brand page attitude play a chain-like intermediary role in the positive influence of Weibo brand page characteristics on customer engagement behavior.

Key words: Weibo brand page characteristics; user experience perception; brand page attitude; customer engagement behavior

CLC Number:

C936

HE Aizhong， LIU Shasha. The Influence of Social Media Brand Page Characteristics on Customer Engagement Behavior[J]. Journal of Northeastern University(Social Science), 2021, 23(5): 31-38.

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