{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,12]],"date-time":"2026-03-12T11:08:44Z","timestamp":1773313724019,"version":"3.50.1"},"reference-count":110,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2020,6,2]],"date-time":"2020-06-02T00:00:00Z","timestamp":1591056000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPBM"],"published-print":{"date-parts":[[2021,2,24]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials\u2019 avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials\u2019 loyalty.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jpbm-02-2019-2262","type":"journal-article","created":{"date-parts":[[2020,6,2]],"date-time":"2020-06-02T09:30:32Z","timestamp":1591090232000},"page":"320-334","source":"Crossref","is-referenced-by-count":38,"title":["From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?"],"prefix":"10.1108","volume":"30","author":[{"given":"Teresa","family":"Fernandes","sequence":"first","affiliation":[]},{"given":"In\u00eas","family":"Inverneiro","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2020,6,2]]},"reference":[{"issue":"3","key":"key2021043009002485700_ref001","doi-asserted-by":"crossref","first-page":"574","DOI":"10.1037\/0021-9010.90.3.574","article-title":"Antecedents and consequences of customer-company identification: expanding the role of relationship marketing","volume":"90","year":"2005","journal-title":"Journal of Applied Psychology"},{"issue":"1","key":"key2021043009002485700_ref002","doi-asserted-by":"crossref","first-page":"171","DOI":"10.1086\/429607","article-title":"Beyond the extended self: loved objects and consumers\u2019 identity narratives","volume":"32","year":"2005","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2021043009002485700_ref003","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1108\/07363761311328928","article-title":"The role of brand love in consumer-brand relationships","volume":"30","year":"2013","journal-title":"Journal of Consumer Marketing"},{"issue":"2","key":"key2021043009002485700_ref004","doi-asserted-by":"crossref","first-page":"111","DOI":"10.1177\/1356766715604663","article-title":"Exploring the role of brand identification and brand love in generating higher levels of brand loyalty","volume":"22","year":"2016","journal-title":"Journal of Vacation Marketing"},{"issue":"3","key":"key2021043009002485700_ref005","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice \u2013 a review and recommended Two-Step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"key":"key2021043009002485700_ref006","doi-asserted-by":"crossref","first-page":"123","DOI":"10.1016\/j.jbusres.2018.05.046","article-title":"A renaissance of brand experience: advancing the concept through a multi-perspective analysis","volume":"91","year":"2018","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2021043009002485700_ref007","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"2","key":"key2021043009002485700_ref008","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.09.0339","article-title":"Brand love","volume":"76","year":"2012","journal-title":"Journal of Marketing"},{"key":"key2021043009002485700_ref009","doi-asserted-by":"crossref","first-page":"234","DOI":"10.1016\/j.jretconser.2018.04.003","article-title":"Brand engagement and search for brands on social media: comparing generations X and Y in Portugal","volume":"43","year":"2018","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"7","key":"key2021043009002485700_ref010","doi-asserted-by":"crossref","first-page":"504","DOI":"10.1057\/bm.2010.6","article-title":"Two studies of consequences and actionable antecedents of brand love","volume":"17","year":"2010","journal-title":"Journal of Brand Management"},{"issue":"2","key":"key2021043009002485700_ref011","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1509\/jmkg.67.2.76.18609","article-title":"Consumer-company identification: a framework for understanding consumers\u2019 relationships with companies","volume":"67","year":"2003","journal-title":"Journal of Marketing"},{"key":"key2021043009002485700_ref012","doi-asserted-by":"crossref","first-page":"103","DOI":"10.1016\/j.chb.2016.03.014","article-title":"Gen Y customer loyalty in online shopping: an integrated model of trust, user experience and branding","volume":"61","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"3","key":"key2021043009002485700_ref013","doi-asserted-by":"crossref","first-page":"245","DOI":"10.1108\/09564231311326987","article-title":"Understanding generation Y and their use of social media: a review and research agenda","volume":"24","year":"2013","journal-title":"Journal of Service Management"},{"issue":"3","key":"key2021043009002485700_ref014","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: what is it? 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