December 5, 2025Marketing Management JournalOpen Access

What’s in It for Me? Perceived Value of Marketing Activities as a Driver of Consumer Engagement on Social Network Sites

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Authors

MGMary Jane Gardner JHJoseph Hair JMJoanna Phillips Melancon

Discussion

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Implication

Empirical analysis shows that perceived value influences consumer engagement with brands on social network sites, suggesting strategic focus for marketers.

Key Points

Consumer engagement increased with favorable perceived value, especially on social media platforms.
Brand engagement reflects different marketing activities and how they shape social, instrumental, and experiential value perceptions.
Analysis based on marketing activities aimed at enhancing online consumer interaction on social network sites.
Findings may enable marketers to develop effective strategies for maximizing engagement and return on investment.

Cite This Study

Gardner et al. (2022) studied this question.

synapsesocial.com/papers/6932313d8e51979591dceda8 https://doi.org/10.63963/001c.151154

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Implication

Empirical analysis shows that perceived value influences consumer engagement with brands on social network sites, suggesting strategic focus for marketers.

What’s in It for Me? Perceived Value of Marketing Activities as a Driver of Consumer Engagement on Social Network Sites

Discussion

Member takes

Implication

Key Points

Cite This Study

What’s in It for Me? Perceived Value of Marketing Activities as a Driver of Consumer Engagement on Social Network Sites

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider