An Integrated Model of Social Media Brand Engagement: A Case of Homebuyers in Vietnamese Luxury Residential Properties
Vietnam stands out as a remarkably social media-savvy country, boasting more than 72 million users in 2021. This figure is especially notable when considering the context of a global user base that exceeds 4.62 billion. The pervasive influence of social media has revolutionized the dynamics between brands and consumers, transitioning from simple online discussions to complex networks for interaction and engagement. Driven by technological advancements and evolving consumer needs, it now critically shapes brand perceptions and purchase choices. In the past, brands controlled the narrative around their products and services through traditional advertising. However, social media enables consumers to share their genuine brand experiences, fostering transparency and authenticity. This shift means consumers often trust peer reviews more than direct brand messages. To navigate this new landscape, brands are embracing genuine engagement on social media, showcasing their values, sharing exclusive content, and cultivating direct relationships with consumers.
In the luxury residential property market, homebuyers often bypass traditional media due to its limited buyer-seller engagement and, instead, they turn to social media communities for insights from peers. This trend underscores the importance of buyer-seller engagement, which is essentially the process of building and maintaining positive relationships with potential and existing customers through regular interactions and communication. Significantly, it is a critical component of successful sales and marketing strategies as it helps to nurture relationships, generate leads, and close deals. Despite this, many property developers still prioritize traditional media marketing, which, unfortunately, potentially reduces transparency and hinders more effective interactions.
Recent research has highlighted the critical role of firm-generated content and user?generated content, social media influencer endorsement, and self-image congruence in fostering brand interaction. Nonetheless, a comprehensive understanding of how precisely these elements influence brand trust and purchase intention through social media brand engagement remains elusive. In particular, the extant literature offers limited insights into consumer motivations behind engaging with diverse forms of firm- and user-generated content, escalating consumer scepticism towards social media influencer endorsement, and variances in brand engagement among different age demographics aligning with their self-image. Moreover, there is a notable 2 absence of research exploring the mediating role of social media brand engagement in the relationships between firm-generated content and user-generated content with brand trust and purchasing intention and how distrusted content negatively impacts social media brand engagement.
Additionally, the role of social media influencer endorsement as a moderator between firm-generated content and social media brand engagement and self-image congruence as a moderator between user-generated content and social media brand engagement have been ignored. Using theories of uses and gratifications and self-congruence, this thesis aims to highlight the role of social media brand engagement as a mediator, enhanced by the moderating effects of social media influencer endorsement and self-image congruence. Combined with firm-generated content and user-generated content, these factors form the integrated SMBE model, providing property developers with a comprehensive social media marketing blueprint. This refined strategy not only amplifies brand resonance but also nurtures homebuyer trust, ultimately fostering genuine home purchasing intentions. By leveraging this strategy, property developers can minimize negative brand interactions and seamlessly transition from mere brand awareness to actual purchase motivation among potential homebuyers.
To address the above goal, this study has six research objectives: 1) examine the relationships among the determinants and outcomes of social media brand engagement; 2) test the mediating effect of social media brand engagement in linking its determinants to its outcomes; 3) examine the moderators of social media brand engagement; 4) explore the typologies of FGC and UGC that customers interact with on social media that lead to their social media engagement; 5) explore the attitude of consumers towards brand endorsements by social media influencers; and 6) explore their engagement behaviours across different age groups when their self-image aligns with the targeted brand. This thesis adopted a mixed-methods approach to investigate the mechanisms and operations of social media brand engagement in the Vietnamese luxury residential property market. Study 1 involved a paper-based survey conducted with 516 homebuyers, focusing on quantitative analysis. The key objectives of this study were: 1) to examine the relationships among the determinants and outcomes of social media brand engagement, providing insight into how various factors interplay to influence brand engagement on social media; 2) to test the mediating role of social media brand engagement, specifically assessing how it links its 3 determinants (such as firm-generated content and user-generated content) to its outcomes (like brand trust and purchase intention); and 3) to investigate the moderating factors that might influence the strength or direction of social media brand engagement (like social media influencer endorsement and self-image congruence).
For this study, the data analysis was conducted using two statistical software packages: SPSS version 26 and AMOS version 20, allowing for a robust and comprehensive examination of the quantitative data. Study 2, on the other hand, delved into qualitative analysis through six focus group discussions with a total of 30 homebuyers. The objectives of this study were more exploratory and focused on understanding deeper consumer insights: 4) to explore the typologies of firm?generated content and user-generated content that customers interact with on social media, shedding light on what types of content are most effective in engaging consumers; 5) to explore consumer attitudes towards brand endorsements by social media influencers, understanding how these endorsements impact consumer perceptions and behaviours; and 6) to investigate social media engagement behaviours across different age groups, especially when their self-image aligns with the targeted brand, offering insights into how personal identity factors into social media engagement. The qualitative data from these focus groups were analysed using NVivo version 11 software, facilitating a nuanced understanding of the themes and patterns within the discussions. The thesis makes several significant theoretical contributions to the field of social media brand engagement and real estate purchase behaviour. Firstly, by employing theories of uses and gratifications and self-congruence, the thesis provides an integrated social media brand engagement model in the luxury residential property market. This model encompasses both the quantifiable aspects of consumer behaviours and the deeper, subjective experiences of buyers. Secondly, this study deepens the understanding of the relationships between firm?generated content, user-generated content, and social media brand engagement in the luxury residential property industry. Quantitative findings reinforce previous studies’ work on the firm?generated content and social media brand engagement link while qualitatively highlighting the motives behind consumer engagement with firm-generated content, emphasizing its types of visual appeal, information richness, and emotional connection, elements that have been overlooked in existing literature. 4 Quantitative results also reconfirm an empirical link between user-generated content and social media brand engagement, building upon previous studies in the luxury residential property industry. The qualitative findings illuminate motivations driving engagement with user-generated content, emphasizing its types of authenticity, personal narratives, and context relevance. A significant theoretical contribution is the comparative analysis of user-generated content and firm-generated content, demonstrating user-generated content’s stronger influence on social media brand engagement. This calls for an optimal balance between both content forms, advancing the social media marketing discourse. Thirdly, the quantitative study empirically demonstrates the role of social media brand engagement in fostering brand trust and purchase intention within luxury residential properties. Unique to this study, social media brand engagement is introduced as a mediator between firm?generated content, user-generated content, brand trust, and purchase intention. Contrary to previous studies, qualitative results delve into the negative consequences of distrusted social media content on social media brand engagement. Fourthly, this research pioneers the examination of social media influencer endorsement and self-image congruence as moderators of social media brand engagement. While earlier studies have hinted at closely related moderators, this study dives deep into social media influencer endorsement’s positive moderating role between firm-generated content and social media brand engagement and self-image congruence’s negative moderating role between user?generated content and social media brand engagement. The qualitative findings emphasize the importance of authenticity in influencer endorsements, spotlighting consumer scepticism. Furthermore, this research unpacks the role of self-image congruence, highlighting generational differences in brand engagement behaviours rooted in self-image considerations. Younger individuals aged 30-44, seeking societal validation, display higher self-image congruence than their older counterparts aged 45-65, who value privacy. This divergence presents valuable theoretical insights. From a practical standpoint, firstly, the research provides crucial insights for marketers, especially in the luxury residential property industry. It emphasizes the importance of implementing an integrated social media brand engagement model. This model is pivotal in fostering enriched interactions between brands and consumers. Secondly, the study highlights how enhanced interactions, characterized by their meaningful, personalized, and responsive 5 nature, can significantly elevate customer trust. This aspect is particularly vital in scenarios involving high-value transactions, potentially leading to an increase in sales and brand advocacy.
Thirdly, the importance of effective social media brand engagement is underscored. This engagement transcends mere traditional advertising, encompassing the creation of engaging content and the fostering of community spirit. Such engagement is crucial in today’s digital marketplace. Fourthly, the study stresses the need for customized social media strategies catering to diverse market segments. This customization enhances the relevance and effectiveness of marketing campaigns. Finally, the study advocates for a strategic approach towards social media engagement. By leveraging this approach, businesses can build trust, drive sales, and cultivate long-term consumer loyalty. This comprehensive strategy underscores the practical implications of the study’s findings in the realm of digital marketing and consumer engagement.
