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Journal of theoretical and applied electronic commerce research

versión On-line ISSN 0718-1876

Resumen

KUJUR, Fedric  y  SINGH, Saumya. Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. J. theor. appl. electron. commer. res. [online]. 2020, vol.15, n.1, pp.30-47. ISSN 0718-1876.  http://dx.doi.org/10.4067/S0718-18762020000100104.

In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization’s key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.

Palabras clave : Visual communication; Consumer engagement; Social networking sites; Consumer-brand relationship; Structural equation modelling.

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