December 5, 2025Marketing Management JournalOpen Access

What’s in It for Me? Perceived Value of Marketing Activities as a Driver of Consumer Engagement on Social Network Sites

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Analysis reveals perceived value influences consumer engagement with brands on social media platforms, suggesting effective marketing strategies.

Consumer engagement correlates with perceived values of branding on social media platforms, enhancing brand loyalty.
Results indicate social value significantly influences engagement patterns among users, highlighting key marketing insights.
Analysis of marketing activities across various SNSs demonstrates differing effects on perceived value types.
Understanding perceived value can enable effective social network strategies, improving return on investment for marketers.

Gardner et al. (2022) studied this question.

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Analysis reveals perceived value influences consumer engagement with brands on social media platforms, suggesting effective marketing strategies.