A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality

In business-to-business (B2B) settings, social media provide a novel context for investigating customer engagement. While B2B firms are increasingly investing in media, there is limited understanding about the type of content to be published and how customers may react their posts. The authors address these research gaps by developing conceptual framework that relates posts’ brand personality dimensions (sincerity, excitement, competence, sophistication, ruggedness) Using data from small-sized Chilean-Swiss consultancy firm accounting 114 weeks LinkedIn activity, specify VAR model with exogenous variables (VARX). Focusing on cumulative elasticities, study uncovers engagement mechanisms customers. results show an increase impressions (exposure) leads likes, clicks, shares (perceptions), clicks new followers (actions), impressions. Furthermore, indicate excitement competence ruggedness followers.