Consumer Brand Engagement (CBE) in a Digital Environment: An Application to TikTok

This chapter analyses the Consumer Brand Engagement (CBE) phenomenon on social media and its effect on generating interest in a company and its products. This research focuses on TikTok that is especially suitable for marketing strategy due to the viral nature of its contents. Currently, TikTok is the top social media platform that has been adopted by marketers to reach and engage with their target audience, thus fostering consumer “engagement”. The research analyses McDonald’s digital strategy launched on TikTok for promoting one of its wellknown products. This research proposes a conceptual model based on the CBE scale, tested through a quantitative survey, by administering a questionnaire to 181 TikTok users. The PLS approach was employed to test the model for assessing the adequacy of the measurements and for evaluating the structural model. The hypotheses have been confirmed, thus theoretical and managerial implications are provided.