Interactivity effects in social media marketing on brand engagement: an investigation of underlying mechanisms

Although, SNS advertising spending increases, research on SNS campaigning is still underexposed. First, this study aims to investigate the effect of SNS campaign interactivity on the receivers brand engagement, taking four underlying mechanisms into account (brand identification, campaign divergence, campaign relevance, and brand relevance). Second, separate effects of three dimensions of interactivity (user control, personalization, and connectedness) were examined to gain knowledge about which dimension is the most important in the effects on brand engagement. Concluding, results showed that interactivity stimulate brand engagement, although only indirectly by campaign and brand relevance; its effects seemed to be explained only by personalization.