ABSTRACT
Social media has rediscovered the power of customer engagement in triggering brand’s desirable goals such as word of mouth (WOM), brand trust (BT) and loyalty. Brands are required to create and distribute relevant and credible content to drive customer engagement in social media. While this is theoretically accepted, the empirical evidence is lacking especially for mixed business models.
To fill this gap an online survey was distributed to Valtra’s followers on Facebook and Instagram. In total, 426 valid responses were analysed, reenforcing not only the positive impact of content relevance and content credibility on consumer brand engagement (CBE) but also the positive direct effect of content credibility on BT and the positive effect of CBE on BT and WOM intention.
Case study: Valtra, as part of AGCO Corporation, is an international manufacturer of tractors and agriculture machinery in Brazil and Finland, making it the only tractor producer in the Nordic area. Valtra is a mixed business model company, selling their products both to other businesses and individual consumers. Valtra has presence on Facebook, Instagram, LinkedIn, Twitter and YouTube.
