Brand engagement in self‐concept and consumer engagement in social media: The role of the source

Abstract This three‐group between‐subjects experimental research investigates the extent to which consumer engagement with a social media branded post is directly affected by individuals’ tendency to incorporate brands as part of their self‐concept (BESC) and whether this relationship is moderated by individuals’ exposure to three different post source types. Participants were exposed to one of three Instagram social media posts of a luxury brand, where the only manipulated factor was the type of source. Findings show that there is a positive relationship between BESC and post engagement. The study also shows that content source plays a moderating role in the relationship between BESC and post engagement, such that individuals with high BESC will engage significantly more with content posted by other users, compared with branded sources (brand, influencer).