Individual-Level Factors and Consumer Engagement

Discussion
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April 30, 2023
Consumer engagement has become crucial for businesses and marketers in today's competitive marketplace. Engaged consumers are likelier to develop positive attitudes toward products and services, exhibit greater brand loyalty, and actively advocate for the brands they love (Hollebeek, Glynn, & Brodie, 2014). As a result, understanding the factors that drive consumer engagement is paramount for businesses seeking to foster strong customer relationships and maintain a competitive edge.
Previous research has identified several individual-level factors influencing consumer engagement, such as demographic, psychological, and consumption patterns (Brodie, Hollebeek, Juric, & Ilic, 2011; Gummerus, Liljander, Weman, & Pihlström, 2012). However, the relationships between these factors and consumer engagement are often complex and may be influenced by external factors such as cultural norms, social influence, and marketing strategies (Hofstede, 2001; Solomon, 2017).
The present study aims to expand on this research by examining the relationships between various individual-level factors, including gender, monthly consumption, happiness level, household affluence, and their impact on consumer engagement. By employing multiple linear regression models, this study seeks to identify the significant predictors of consumer engagement and shed light on the complex interplay of individual factors that contribute to engagement. This information will provide valuable insights for businesses and marketers looking to develop targeted strategies to enhance consumer engagement and promote positive consumer experiences.
In addition to examining the relationships between individual-level factors and consumer engagement, this study will also discuss the potential influence of external factors, such as cultural norms, social influence, and marketing strategies. Furthermore, the study's limitations and potential avenues for future research will be explored to encourage a more comprehensive understanding of the factors driving consumer engagement.
Model Comparison
The R-squared values for Models 1 and 2 were both 0.185, whereas Model 3 had an R-squared value of 0.183. These results indicate that the independent variables in Models 1 and 2 accounted for 18.5% of the variance in consumer engagement, while the variables in Model 3 explained 18.3%. Although the explanatory power of the models is relatively modest, the findings still contribute valuable insights into the factors that influence consumer engagement and offer a foundation for future research.
Gender
The gender variable was significant across all three models, suggesting a relationship between gender and consumer engagement. This finding aligns with previous research identifying gender differences in consumer behavior (Meyers-Levy & Loken, 2015). For instance, women tend to be more engaged in shopping activities and exhibit higher brand loyalty levels than men (Kacen & Lee, 2002). Investigating how gender influences consumer engagement would provide valuable information for developing targeted marketing strategies and enhancing product offerings for different consumer segments.
Monthly Consumption
Monthly consumption also emerged as a significant predictor of consumer engagement in all three models. This finding supports the notion that consumers who spend more are likely to be more engaged with products and services. One possible explanation for this relationship is that higher-spending consumers have a greater investment in their purchases, leading them to be more actively involved and attentive to the products and services they consume (Schau, Muniz Jr, & Arnould, 2009). Understanding the nuances of this relationship could help businesses tailor their offerings to the preferences and expectations of high-spending consumers, ultimately increasing engagement and satisfaction.
Happiness Level
Happiness level was another significant predictor of consumer engagement. This finding is consistent with prior research suggesting a positive relationship between happiness and consumer behavior (Dunn, Gilbert, & Wilson, 2011). Happy consumers are more likely to be engaged in the marketplace, as they tend to have a more positive outlook and may be more open to new experiences and products (Mogilner, Aaker, & Kamvar, 2012). Moreover, engaged consumers may derive greater satisfaction from their consumption experiences, reinforcing their happiness. Exploring the role of happiness in consumer engagement could inform strategies for enhancing consumer satisfaction and creating positive associations with brands and products.
Household Affluence
In contrast to the other variables, household affluence was not a significant predictor of consumer engagement. This result suggests that there may be more effective approaches than targeting consumers based solely on income. Instead, businesses and marketers should consider other factors, such as values, lifestyle, and preferences, to better engage with their target audience. Incorporating these additional variables in future research could provide a more comprehensive understanding of the factors that drive consumer engagement and inform the development of more targeted and effective marketing strategies.
External Factors
While the current study focused on specific individual-level factors, it is essential to acknowledge that external factors, such as cultural norms, social influence, and marketing strategies, can also impact consumer engagement (Hofstede, 2001; Solomon, 2017). These factors may provide additional context for the observed relationships and help explain the limited explanatory power of the regressio...