How emotions from content social relevance mediate social media engagement: evidence from European supermarkets during the COVID-19 pandemic

• Main Authors: Ballerini, Jacopo, Alam, Gazi Mahabubul, Zvarikova, Katarina, Santoro, Gabriele
• Format: Article
• Published: Emerald Publishing Limited 2023
• Online Access: http://psasir.upm.edu.my/id/eprint/108204/; https://www.emerald.com/insight/content/doi/10.1108/BFJ-06-2021-0695/full/html
• Institution: Universiti Putra Malaysia

Purpose: The purpose of this study is to examine the antecedents of consumer engagement with supermarkets' social media accounts. Drawing on regulatory fit theory and social sharing of emotions theory, the authors test if the content posted on the social media brand pages of supermarkets dealin...