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EMAC 2021 Regional Conference


Tik Tok hashtag challenge: a new digital strategy for Consumer Brand Engagement (CBE)
(R2021-104352)

Published: September 22, 2021

AUTHORS

Martina Toni, Roma Tre University; Giovanni Mattia, Roma Tre University

KEYWORDS

Consumer brand engagement; Social media; Digital marketing strategy

ABSTRACT

This paper analyses the Consumer Brand Engagement (CBE) in Social Media and its effect in generating interest towards a company and its products. This research focuses on McDonald’s digital strategy launched in TikTok for celebrating 20 years of one of its product. This research proposes a conceptual model based on CBE scale, tested through a quantitative survey, by administering a questionnaire to 181 TikTok users. The PLS approach was employed to test the model for assessing the adequacy of the measurements and for evaluating the structural model. The hypotheses have been confirmed, thus theoretical and managerial implications are provided.