---
_id: '7519'
abstract:
- lang: eng
  text: Increasing consumer engagement is a cornerstone of companies' social media
    efforts. However, how social media brand engagement behavior affects brand performance
    remains largely unexplored. We capture engagement along two dimensions - volume
    and variety - and measure brand performance using consumers' brand attachment,
    attitudes, and purchase intentions. Based on the power law of practice and combining
    survey measures with social media data, our analyses reveal a diminishing marginal
    utility of engagement volume, as the positive impact of engagement behavior on
    brand outcomes declines at higher engagement levels. However, the variation across
    performed activities attenuates these diminishing returns on engagement volume.
    We find consistent evidence for these effects across two studies with 1347 consumers
    who interacted with different brands. The results question companies' often unidimensional
    focus on increasing engagement volume. Instead, our findings suggest that to maximize
    brand performance on social media platforms, companies should also encourage engagement
    variety.
article_type: original
author:
- first_name: Tobias
  full_name: Schäfers, Tobias
  id: '77945'
  last_name: Schäfers
  orcid: 0000-0002-2533-335X
- first_name: Tomas
  full_name: Falk, Tomas
  last_name: Falk
- first_name: Ashish
  full_name: Kumar, Ashish
  last_name: Kumar
- first_name: Julia
  full_name: Schamari, Julia
  last_name: Schamari
citation:
  ama: Schäfers T, Falk T, Kumar A, Schamari J. More of the same? Effects of volume
    and variety of social media brand engagement behavior. <i>Journal of Business
    Research</i>. 2021;135:282-294. doi:<a href="https://doi.org/10.1016/j.jbusres.2021.06.033">10.1016/j.jbusres.2021.06.033</a>
  apa: Schäfers, T., Falk, T., Kumar, A., &#38; Schamari, J. (2021). More of the same?
    Effects of volume and variety of social media brand engagement behavior. <i>Journal
    of Business Research</i>, <i>135</i>, 282–294. <a href="https://doi.org/10.1016/j.jbusres.2021.06.033">https://doi.org/10.1016/j.jbusres.2021.06.033</a>
  bjps: <b>Schäfers T <i>et al.</i></b> (2021) More of the Same? Effects of Volume
    and Variety of Social Media Brand Engagement Behavior. <i>Journal of Business
    Research</i> <b>135</b>, 282–294.
  chicago: 'Schäfers, Tobias, Tomas Falk, Ashish Kumar, and Julia Schamari. “More
    of the Same? Effects of Volume and Variety of Social Media Brand Engagement Behavior.”
    <i>Journal of Business Research</i> 135 (2021): 282–94. <a href="https://doi.org/10.1016/j.jbusres.2021.06.033">https://doi.org/10.1016/j.jbusres.2021.06.033</a>.'
  chicago-de: 'Schäfers, Tobias, Tomas Falk, Ashish Kumar und Julia Schamari. 2021.
    More of the same? Effects of volume and variety of social media brand engagement
    behavior. <i>Journal of Business Research</i> 135: 282–294. doi:<a href="https://doi.org/10.1016/j.jbusres.2021.06.033">10.1016/j.jbusres.2021.06.033</a>,
    .'
  din1505-2-1: '<span style="font-variant:small-caps;">Schäfers, Tobias</span> ; <span
    style="font-variant:small-caps;">Falk, Tomas</span> ; <span style="font-variant:small-caps;">Kumar,
    Ashish</span> ; <span style="font-variant:small-caps;">Schamari, Julia</span>:
    More of the same? Effects of volume and variety of social media brand engagement
    behavior. In: <i>Journal of Business Research</i> Bd. 135. Amsterdam [u.a.], Elsevier
    (2021), S. 282–294'
  havard: T. Schäfers, T. Falk, A. Kumar, J. Schamari, More of the same? Effects of
    volume and variety of social media brand engagement behavior, Journal of Business
    Research. 135 (2021) 282–294.
  ieee: 'T. Schäfers, T. Falk, A. Kumar, and J. Schamari, “More of the same? Effects
    of volume and variety of social media brand engagement behavior,” <i>Journal of
    Business Research</i>, vol. 135, pp. 282–294, 2021, doi: <a href="https://doi.org/10.1016/j.jbusres.2021.06.033">10.1016/j.jbusres.2021.06.033</a>.'
  mla: Schäfers, Tobias, et al. “More of the Same? Effects of Volume and Variety of
    Social Media Brand Engagement Behavior.” <i>Journal of Business Research</i>,
    vol. 135, 2021, pp. 282–94, <a href="https://doi.org/10.1016/j.jbusres.2021.06.033">https://doi.org/10.1016/j.jbusres.2021.06.033</a>.
  short: T. Schäfers, T. Falk, A. Kumar, J. Schamari, Journal of Business Research
    135 (2021) 282–294.
  ufg: '<b>Schäfers, Tobias u. a.</b>: More of the same? Effects of volume and variety
    of social media brand engagement behavior, in: <i>Journal of Business Research</i>
    135 (2021),  S. 282–294.'
  van: Schäfers T, Falk T, Kumar A, Schamari J. More of the same? Effects of volume
    and variety of social media brand engagement behavior. Journal of Business Research.
    2021;135:282–94.
date_created: 2022-04-13T10:52:38Z
date_updated: 2025-06-26T13:24:36Z
department:
- _id: DEP1521
doi: 10.1016/j.jbusres.2021.06.033
external_id:
  isi:
  - '000683569100021'
intvolume: '       135'
isi: '1'
keyword:
- Social media
- Brand engagement
- Diminishing marginal utility
- Learning curve
language:
- iso: eng
page: 282-294
place: Amsterdam [u.a.]
publication: Journal of Business Research
publication_identifier:
  eissn:
  - 1873-7978
  issn:
  - 0148-2963
publication_status: published
publisher: Elsevier
quality_controlled: '1'
status: public
title: More of the same? Effects of volume and variety of social media brand engagement
  behavior
type: scientific_journal_article
user_id: '83781'
volume: 135
year: '2021'
...