ESCP Europe

Langue

English

Publication year

01/03/2025

This research aims to investigate the impact of brand personality and brand psychological ownership on enhancing brands' social media engagement. An online survey was distributed to the entire research population via email through Bayburt University's Student Affairs. Furthermore, the survey link was shared in WhatsApp groups to increase participation. Data collected from 408 participants, including Bayburt University staff, current students, and alumni, between April and June 2023, were analyzed using SPSS 24.0. The findings indicate that the sincerity and competence dimensions of brand personality have a significant positive effect on the interest dimension of social media engagement. However, the excitement and ruggedness dimensions of brand personality do not have a significant effect on the interest dimension. Additionally, the excitement dimension of brand personality has a significant positive effect on the support dimension of social media engagement. In conclusion, brand psychological ownership has a significant positive effect on both the support and interest dimensions of brands' social media engagement. [ABSTRACT FROM AUTHOR]