Customer Engagement In Social Media Research Articles

Can customer engagement in social media be used as a predictor of operating revenue in SMEs?

Only a few studies have analyzed the direct or material contributions of customer engagement (CE) on social media. This is the first study that specifically examines the capability CE on social media to predict an indicator of business performance, such us the operating revenue, in a sample of small and medium-sized enterprises (SMEs). The author explores this issue by differentiating between the two main approaches used by SMEs in the management of their social networks (internal management with non-specialized staff and outsourced management with specialized professionals). The study, which uses time series analysis by applying the Autoregressive Integrated Moving Average (ARIMA) modeling technique, examines one hundred SMEs over an eight-year period (between October 2015 and October 2023). The results show that when social networks are managed internally, by non-specialized staff, CE on social media cannot be used as an indicator to forecast the company’s operating revenue. On the contrary, when the management of social networks is outsourced to specialized professionals (and combined with other digital marketing actions such as SEO, SEM, emailing, e-commerce, etc.), CE on social media can be used to predict the company's operating revenue. Consequently, based on the results obtained, the present study reveals that the role of CE on social media, as a driver of operating revenue, depends on the social network management approach adopted by the company on these platforms.

The Effect of Online Engagement on New Product Performance: Why Fit and Brand Longevity Matter

Recently, customer engagement in social media has received great attention in the literature, with the aim of understanding its impact on brands and product performance. However, little attention has been given to the potential dark side of engagement, especially in the context of new product launches. This article thus examines the relationships among customer engagement in social media, new product fit, brand longevity, and new product performance. Using the music industry as a context, this research shows that the small but positive effect of prerelease social media engagement on record sales becomes strong when the level of fit is high; for newer artists, engagement can even have a negative effect when fit is very low. This study uses a sample of 181 albums launched by 158 artists in the Canadian market between 2016 and 2017 and a data set that combines weekly record sales, social media activity, and Spotify's audio features analysis. A regression discontinuity–inspired model that accounts for endogeneity concerns is applied to test the hypotheses. This study contributes to the literature by providing robust empirical evidence of a possible negative side of engagement. Although engagement can help artists succeed, it might interfere with their artistic freedom.

The Effect of Customer Engagement in Social Media and Purchase Intention in The Malaysia Hotel Industry

The Effect of Customer Engagement in Social Media and Purchase Intention in The Malaysia Hotel Industry

Recipes for Better Customer Satisfaction in Internet-famous Drinks Shops: A Fuzzy-Set QCA Approach

This study develops a five-dimension customer satisfaction scale for the Internet-famous drink industry and investigates the asymmetric impact of different dimension combinations on customer satisfaction. Through a content analysis of 24,581 online reviews, we identify 22 items across five dimensions describing the unique features of this industry. Then a fuzzy set qualitative comparative analysis method was performed to analyze the responses from an offline survey of 1,012 consumers. Findings show that, as a dissatisfier, environmental quality is mainly responsible for customer dissatisfaction. Combined with environmental quality or service quality, as a satisfier, customer engagement in social media played a prominent role in improving customer satisfaction. Additionally, service quality is not essential when brand and culture, drink attributes, environmental quality, and customer engagement in social media are performed well. Our findings advance current theorizations on customer satisfaction in the food and beverage sector and offer managerial implications for managers of Internet-famous tea shops.

DO SOCIAL MEDIA CONTENT MARKETING AND CUSTOMER ENGAGEMENT INFLUENCE PURCHASE INTENTION? EVIDENCE FROM INDONESIAN CUSTOMERS

Content marketing emerged as a popular strategic marketing initiative for the digitization of information, which has undergone dramatic changes. The emergence of social media has become a driving force behind change in the field of marketing, especially in relation to connecting with customers and engaging them in the activities of creating or sharing content and business transactions. Therefore, this research aims to reveal the influence of content marketing and customer engagement in social media on purchase intention. This research uses a quantitative- deductive approach and uses the survey method to collect data. There is empirical evidence that consumer engagement mediates the relationship between content marketing and purchase intention. Other empirical analysis results are expressed in the discussion section.

소셜미디어에서 고객인게이지먼트의 선행요인과 결과요인에 관한 메타분석: 문화적 차이의 조절변수를 중심으로

Customer engagement in social media has been studied as a major factor influencing corporate performance. Previous studies have identified antecedents and consequences that influence customer engagement, but they reported inconsistent results on the effect size, and theoretical concepts and variables are mixed. In addition, there is a limitation in that various factors controlling the effect were examined in a fragmentary context, and could not provide an integrated explanation of customer engagement. Therefore, this study intends to review the previous studies on customer engagement in social media by meta-analyzing empirical studies, and to suggest a theoretical framework representing the antecedents and consequences of customer engagement. In addition, this study tried to find an exploratory explanation for the heterogeneity of effect sizes by using cultural differences as a moderating variable. This can provide theoretical and practical implications for consumer engagement behavior by generalized and integrated results on customer engagement in social media.

Enhancing Customer Engagement in Social Media with AI – a Higher Education case study

Purpose: The study aims to demonstrate the importance of artificial intelligence (AI) and examples of tools based on it in the process of enhancing (building, measuring, and managing) customer engagement (CE) in social media in the higher education industry. CE is one of the current essential non-financial indicators of company performance in Digital Marketing strategy. The article presents a decision support system (DSS) based on social media engagement management with the use of AI-based tools in a higher education industry case study. Methodology: The study was based on an analysis of the literature on AI in conjunction with CE, the results of research – 2022 Social Media Industry Benchmark – prepared by Rival IQ, and qualitative research (in-depth interviews with experts) at selected universities in Poland. At a later stage, the interviews were transcribed, thematically analyzed, and open coding with NVivo was performed. Findings: The conducted study was of an introductory and exploratory nature. It recognises the significant role of AI in enhancing CE in social media. At the same time, examples of AI-based tools that can be used for this have been indicated. It was unequivocally stated that by implementing AI in marketing, universities can act more effectively and consequently enhance their non-financial performance. For them, it is a system that assists decision-making in the field of social media engagement management. Research limitations: Due to its preliminary nature, the study used secondary sources (Rival IQ Report 2022) and individual in-depth interviews with three managers of promotion/marketing departments, which does not give a complete picture of the situation under analysis. However, it is the first step in research on this subject that is to be continued. The theoretical contribution: The conducted research demonstrated the role of AI in enhancing customer engagement in social media in higher education while at the same time showing its auxiliary role in the decision-making process. Practical implications: Specific tools such as Sprout Social or Rival IQ were identified that, when applied in universities, can measure the engagement rate and effective CE management in social media used by the university.

Pengaruh Citra Merek Terhadap Loyalitas Perguruan Tinggi Melalui Social Media Customer Engagement dan Kepuasan Pelanggan

This study aims to analyze the influence of brand image on the brand loyalty of private universities mediated by social media customer engagement and customer satisfaction. This research is a quantitative research using nonprobability sampling. 218 students and alumni of a tourism college in Jakarta were used as respondents to fill out the questionnaire. The data analysis method used is Structural Equation Model (SEM). The results revealed that brand image directly has a significant effect on brand loyalty. Social media customer engagement and customer satisfaction are indirect mediators that significantly affect brand image to brand loyalty.

Understanding consumer engagement in social media: The role of product lifecycle

More than 4 billion unique users are now using different social media platforms. This provides firms with a new avenue to connect and converse with their targeted customers in a dialogue fashion and create better customer engagement. Although customer engagement has been studied, no study to date has focused on the concept of customer engagement in social media through the lens of users' participation in (co)creation of content on social media. To that end, this study strives to conceptualize and validate the concept of customer engagement with a social media post, proposing a research model which investigates the effects of popularity, discourse logic and argument frame on customer engagement with a social media post. This study also investigates to what extent those effects vary by the product lifecycle stage and social media platform type, using secondary data extracted from Instagram and Twitter on a group of products (i.e., vehicles) at different lifecycle stages to address its research objective. This study's findings would help firms make better decisions on enhancing their customer engagement on social media platforms.

Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands

PurposeThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Design/methodology/approachBoth quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.FindingsThe results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.Practical implicationsThe empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.Originality/valueThis study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.

Customer engagement on social media, brand equity and financial performance: a comparison of the US and Korea

PurposeThe purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these relationships differed according to cultural factors in the United States and South Korea.Design/methodology/approachWe collected customer engagement on social media data on Facebook and brand equity data from Interbrand for listed companies in the United States and Korea. A total of 405 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM).FindingsResults revealed that CESM did not affect financial performance through a direct path but was found to have a positive indirect path via the mediation of brand equity. In addition, this relationship was found to differ between the United States and South Korea.Originality/valueThis study contributed to the literature on social media and international management by verifying the relationship between CESM, brand equity and financial performance, and by presenting exploratory research results to ascertain if these relationships differ according to the cultural dimension of the country.

The relationship between brand Facebook page characteristics, perceived value, and customer engagement behavior: An application of Stimulus-Organism-Response (S-O-R)

Purpose – With the advancement of technology and increased use of social media, brands have become part of the virtual world and try to grab customers’ attention. Brand pages enable the consumer to voluntarily participate in providing feedback and ideas and to collaborate with others . T his adds value to the firm. This research explores which characteristics help clothing brands to influence consumers in to responding in the form of feedback, collaboration, and mobilization. Design/methodology/approach – D ata were collected from 250 respondents who had purchased their favorite clothing brand in the last four months , using five-point Likert scale questionnaires. Partial least square s structural equation model ing (PLS-SEM) was used to analyze the data . Findings – The results indicate that content quality leads to brand learning values and hedonic values. C ustomer contact quality only affects brand learning value. Both hedonic and brand learning value s induce customer engagement behaviors. Originality/value – This study provides useful insights for clothing brand web page managers related to customer engagement in social media. The study extends the concept of customer engagement behavior (CEB) by incorporating consumer “mobilizing behavior” as an additional element of CEB.

Customer engagement in social media: a framework and meta-analysis

This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.

Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry

The present study attempts to investigate the effect of customer engagement in social media on purchase intentions in the hotel industry in Malaysia. Four key motives of surveillance, social interaction, sharing of information and attraction are examined as antecedents to customer engagement in social media. The questionnaires used was administered to a convenience sample of 392 hotel customers from Kuala Lumpur and Petaling Jaya, Malaysia, through a self?administered questionnaire. Structural Equation Modeling is used to analyse the data and five hypotheses were tested. The findings reported that surveillance, social interaction, sharing of information and attraction have significantly influenced customer engagement in social media. Customer engagement is positively correlated to the purchase intentions. Based on the findings, customer engagement strategies should focus on more on building reputation, information quality, attractive contents, effective communications, branding and word-of mouth-referrals.

The time-varying effectiveness of customer engagement in social media

This paper investigates the time-varying effect of customer engagement behaviour on brand performance in a social media context. Over 350,000 comments were retrieved from car brand owned Facebook pages for over 66 months. Customer engagement in social media (Facebook) was measured using composite valence volume metric, with valence estimated through lexicon-based sentiment analysis. The brand performance was gauged through unit sales of the car brand. Change-point analysis identified time variation through shifts in brand life cycle stages. Time-series analysis assessed lead-lag effects of customer engagement on brand performance. The customer engagement in social media brand community leads brand performance during all brand life cycle stages, except the decline stage. The results are consistent with the theory of interpersonal influence, which postulates persuasive engagement is dominant until maturity stage. The work contributes to the fast-growing customer engagement literature by investigating the dynamic customer engagement - brand performance relationship in a Facebook brand community context.

The time-varying effectiveness of customer engagement in social media

The time-varying effectiveness of customer engagement in social media

Customer Engagement in Social Media and Tourism Brand Performance Implications

Customer Engagement in Social Media and Tourism Brand Performance Implications

Like it but do not comment: manipulating the engagement of sports fans in social media

Marketers have embraced social media to connect with their customers and fans, but due to lack of sufficient research in this area, they are struggling to manipulate customers' responses and their engagement levels. We categorised the recent Facebook posts of the four most popular teams in a popular cricket league in India into different types of updates, forms of messages, and message orientations using interaction process analysis (IPA), to study their impact on different levels of engagement, in terms of likes (low engagement), shares (medium engagement) and comments (high engagement). Result revealed that different combinations of these variables generate significantly different growth in numbers of likes, shares and comments. Insights from this study are useful for practitioners in devising a method to analyse and design social media messages to manipulate the levels of customer engagement in social media.

Developing business customer engagement through social media engagement-platforms: An integrative S-D logic/RBV-informed model

While the service-dominant logic-informed nature of customer engagement in social media has been recognized in business-to-consumer contexts, little is known regarding this theoretical interface in business-to-business (B2B) settings. Insight into business customer engagement (BCE), as expressed through social media and/or other B2B engagement-platforms (e.g. trade shows) and its S-D logic-based antecedents and consequences thus remains limited. Based on the observed gap, this paper integrates the theoretical entities of BCE, B2B social media engagement-platforms, and S-D logic and through its analyses, uncovers the related importance of the resource-based view (RBV) in affecting this association. An integrative S-D logic/RBV-informed model is developed, where BCE denotes an industrial customer's investment of operant/operand resources in supplier interactions via particular B2B engagement-platforms, including social media. The model considers business customer actors and resources in driving business customer resource integration, business customer resource integration effectiveness, and business customer resource integration efficiency, which act as BCE antecedents that extend to coincide with BCE. BCE, in turn, triggers business customer cocreation and relationship productivity, which subsequently, contribute to business customer relationship quality and ultimately, supplier performance. A set of research propositions is derived from the model, which serves as a useful guide for further research. Managerial implications focused on B2B social media marketing are discussed, before we conclude with an overview of research limitations and future research directions.

Customer lifetime value creation through customer engagement in social media: A conceptual framework

In the age of digital media, concept of customer engagement has excited the marketers tremendously, and firms are now recognizing their most profitable customers who can co-create value for them. This paper is an attempt to find out the role of customer engagement in creating value through brand communities in social media, and since the firms want to maximize the customer lifetime value (CLV) of their consumers, this paper highlights the various challenges encountered by the firms in understanding and incorporating successful engagement strategies to maximize the CLV. This article proposes that customer engagement in social media enhances co-creation of value by virtue of contributions, perceptions, preferences, or expectations of consumers toward the brand or firm in the form of learning and sharing positive/negative word of mouth in social media.