I (heart) social ventures: Identification and social media engagement

The emergence of social media creates new opportunities for social ventures to foster consumer-social venture (C-SV) identification. Despite the great potential of social media to facilitate social interaction, research is limited regarding social media's effectiveness in developing consumer identification. The study posits that C-SV identification is driven by consumer engagement through social media sites and attractiveness of a social venture's identity. Data was collected from 304 social venture consumers who are connected to ventures via social media sites. Findings suggest a positive influence of engagement and attractiveness on C-SV identification. Two aspects of consumer social media experience, escapism and educational value, were found to enhance consumer engagement, while identity similarity and identity distinctiveness contributed to the attractiveness of a social venture's identity. The research provides social ventures with practical knowledge about the strategic use of social media sites as a vehicle for enhancing emotional and behavioral bonds with consumers.