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

2021 ◽  
pp. 113707
Author(s):  
Seyed Pouyan Eslami ◽  
Maryam Ghasemaghaei ◽  
Khaled Hassanein
Keyword(s):  
Social Media ◽  
Product Lifecycle ◽  
Consumer Engagement

Trust transfer in social media brand communities: The role of consumer engagement

2018 ◽  
Vol 41 ◽  
pp. 1-13 ◽  
Author(s):  
Linlin Liu ◽  
Matthew K.O. Lee ◽  
Renjing Liu ◽  
Jiawen Chen
Keyword(s):  
Social Media ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Trust Transfer

Consumer engagement with eWOM on social media: the role of social capital

2018 ◽  
Vol 42 (4) ◽  
pp. 482-505 ◽  
Author(s):  
Yaniv Gvili ◽  
Shalom Levy
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Conceptual Framework ◽  
Second Order ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
Order Construct ◽  
Channel Type

Purpose The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel. Design/methodology/approach Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels. Findings First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude. Practical implications Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy. Originality/value This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media

2016 ◽  
pp. 1354-1370
Author(s):  
Rajshree Singh
Keyword(s):  
Social Media ◽  
Swarm Intelligence ◽  
Brand Image ◽  
Collective Intelligence ◽  
Communication Channels ◽  
Consumer Experience ◽  
Cognitive Architectures ◽  
Consumer Engagement ◽  
Use Of Social Media

The traditional media has its own place and will always be there but the revolution in marketing era will change the thinking of the society as a whole and the various communication channels will always be in flux. The ability to think collectively seeks cognitive architectures of collective intelligence which today from consumer's perspective is to become a human swarm with the use of social media. With the growth of social media, marketing companies need something more innovative to engage and interact with their customers. As the marketplace becomes noisier, with more products being introduced, fight is not just mindshare but share of attention. Various organizations have started exploring the power of such a large user membership to influence the online buyers at social media and are attempting to engage consumers with their brands, which will finally influence their brand image. The chapter explores the extent of consumer experience and engagement, how online consumers are engaged towards a specific brand. The methodology for study is empirical evidence through netnography, and result of this study is through correlation and regression model. Findings confirm the factors contributing to consumer engagement and swarm intelligence in management of a brand at social media.

Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media

2016 ◽  
pp. 116-132 ◽  
Author(s):  
Rajshree Singh
Keyword(s):  
Social Media ◽  
Swarm Intelligence ◽  
Brand Image ◽  
Collective Intelligence ◽  
Communication Channels ◽  
Consumer Experience ◽  
Cognitive Architectures ◽  
Consumer Engagement ◽  
Use Of Social Media

The traditional media has its own place and will always be there but the revolution in marketing era will change the thinking of the society as a whole and the various communication channels will always be in flux. The ability to think collectively seeks cognitive architectures of collective intelligence which today from consumer's perspective is to become a human swarm with the use of social media. With the growth of social media, marketing companies need something more innovative to engage and interact with their customers. As the marketplace becomes noisier, with more products being introduced, fight is not just mindshare but share of attention. Various organizations have started exploring the power of such a large user membership to influence the online buyers at social media and are attempting to engage consumers with their brands, which will finally influence their brand image. The chapter explores the extent of consumer experience and engagement, how online consumers are engaged towards a specific brand. The methodology for study is empirical evidence through netnography, and result of this study is through correlation and regression model. Findings confirm the factors contributing to consumer engagement and swarm intelligence in management of a brand at social media.

THE EFFECT OF SOCIAL NETWORK MARKETING ON INTENTION TO CHOOSE BY MEDIATING CONSUMER ENGAGEMENT

2020 ◽  
Vol 8 (10) ◽  
pp. 150-161
Author(s):  
Agus Priyatmoko Saputro ◽  
Anas Hidayat
Keyword(s):  
Social Media ◽  
Social Network ◽  
Structural Equation ◽  
Equation Model ◽  
Analysis Tool ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Marketing Tool ◽  
The Relationship

Social media is a new phenomenon in the development of information technology. The role of social media which previously only served as entertainment has now turned into a marketing tool that is widely used by both macro and micro businesses. This study aims to examine the effect of Social Network Marketing on Intention to Choose and Consumer Engagement, and Consumer Engagement to mediate the relationship between Social Network Marketing and Intention to Choose. This study used 220 student respondents using social media in Yogyakarta. The analysis tool used is the Structural Equation Model using the AMOS application. The results of this study indicate that Social Network Marketing has a positive and significant effect on Intention to Choose. Social Network Marketing has a positive and significant effect on Consumer Engagement. Consumer Engagement has a positive and significant effect on Intention to Choose. Consumer Engagement mediates the relationship between Social Network Marketing and Intention to Choose.

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