Go with the Flow: Engineering Flow Experiences for Customer Engagement Value Creation in Branded Social Media Environments

15 Pages Posted: 30 May 2018

See all articles by Jamie Carlson

Jamie Carlson

University of Newcastle (Australia) - Newcastle Business School

Natalie de Vries

University of Newcastle (Australia) - Faculty of Engineering and Built Environment

Mohammad M. Rahman

Shandong University - School of Management

Alex Taylor

Gorilla360

Date Written: May 2017

Abstract

A vital objective for brand managers is to engineer compelling branded social media consumption experiences for consumers that create value and innovation opportunities for brand-building advantage. This multidisciplinary study, anchored in flow theory, investigates for the first time the role of flow, configured as a hierarchical model in a branded social media environment, as having a direct influence on customer engagement value (CEV) creation. Using a survey of 371 consumers, a theoretical framework was empirically tested using structural equation modelling. The results validate flow modelled as a higher-order construct, which unlocks and positively influences perceptions of CEV in branded social media environments. Curvilinear quadratic effects of flow are also investigated which provide novel insights on how optimising salient components of flow act as key customer experience mechanisms for maximising CEV creation in social media.

Keywords: Flow, Customer engagement value, Social media, Value creation, Brands

Suggested Citation

Carlson, Jamie and de Vries, Natalie and Rahman, Mohammad M. and Taylor, Alex, Go with the Flow: Engineering Flow Experiences for Customer Engagement Value Creation in Branded Social Media Environments (May 2017). Journal of Brand Management, Vol. 24, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3187277 or http://dx.doi.org/10.1057/s41262-017-0054-4

Jamie Carlson (Contact Author)

University of Newcastle (Australia) - Newcastle Business School ( email )

University Drive
Callaghan, New South Wales 2300
Australia

Natalie De Vries

University of Newcastle (Australia) - Faculty of Engineering and Built Environment ( email )

Australia

Mohammad M. Rahman

Shandong University - School of Management ( email )

27, Shanda South Road
Jinan, Shandong Province
China

Alex Taylor

Gorilla360 ( email )

3/45 Hunter St
Newcastle, NSW 2000
Australia

Register to save articles to
your library

Register

Paper statistics

Downloads
1
Abstract Views
74
PlumX Metrics