Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media

A critical issue for marketing managers is how best to orchestrate branded social media consumption experiences via mobile applications. This is important because in a mobile first world, these experiences are perceived to be valuable to consumers which in turn facilitate positive consumer behaviour toward the brand. So far, marketing literature offering managerial guidance on this issue remains limited. To this end, this study investigates for the first-time consumer perceptions of ‘Value-In-The-Brand-Page-Experience’ (VIBE), a multidimensional construct, in an emerging market setting of China. China represents an appropriate contextual condition to study given its high mobile penetration and its integration within consumer's lifestyle. This study further examines the impact of VIBE on customer satisfaction and customer engagement behaviours toward the brand via a survey of 714 Chinese consumers. The results substantiate the VIBE framework which contributes to the sparse conceptual development of value perceptions in mobile social media. Furthermore, it confirms the existence of a value–satisfaction–customer engagement behaviour chain. The findings are managerially relevant and focus on leveraging the components of VIBE. These components act as key mechanisms for unlocking customer satisfaction and customer engagement behaviours for brands in the domain of mobile social media.