||Marketers need to disseminate information in traditional marketing. Because of the appearance of social media, users get information from not only marketers but also other users in social media. Information shared by other users in social media is often easily accepted. Engagement marketing uses certain activities to catch users’ attentions and then attract their interests to connect with the activity and to share with other people in social media. Recently, we can see more engagement marketing activities in social media, such as the ice bucket challenge. |
In this study, we used the theory of planned behavior, perceived value, sense of virtual community, tie strength, and other’s attitude to explain user’s intention of engaging in engagement marketing activities. Our findings indicate that: (1) the perceived value of engagement marketing activities had a positive effect on the attitude toward participation; (2) the sense of virtual community and tie-strength with the social media had a positive effect on subjective norm;(3) Other’s attitude perceived by the user positively affected the subjective norm; and (4) the attitude, subjective norm, and perceived behavioral control of engagement marketing activities positively affected their participation behavior.