scholarly journals Expanding customer engagement: the role of negative engagement, dual valences and contexts

2020 ◽  
Vol 54 (7) ◽  
pp. 1469-1499 ◽  
Author(s):  
Kay Naumann ◽  
Jana Bowden ◽  
Mark Gabbott
Keyword(s):  
Social Service ◽  
Structural Equation ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
Service Community ◽  
Inverse Effect ◽  
The Social ◽  
Survey Responses

Purpose The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome of word-of-mouth (WOM). It also explores the moderating influence of service context by examining engagement within a social service versus a social networking site (SNS). Engagement with the dual focal objects of a service brand and a service community are also examined. Design/methodology/approach Structural equation modelling is used to analyse 625 survey responses. Findings Involvement is a strong driver of positive CE, and positive CE has a strong effect on WOM. These findings are consistent across the “brand” and “community” object, suggesting positive CE is mutually reinforced by different objects in a relationship. Positive CE is also found to operate consistently across the service types. Involvement is a moderately negative driver of negative CE, and negative CE is a positive driver of WOM. These relationships operate differently across the objects and service types. Involvement has a stronger inverse effect on negative CE for the social service, diverging from assumptions that negative CE is reflective of highly involved customers. Interestingly, negative CE has a stronger effect on WOM in the social service, highlighting the active and vocal nature of customers within this service context. Originality/value To the best of the authors’ knowledge, this is the first paper to quantitatively measure positive and negative valences of engagement concurrently, and examine the moderating effect of dual objects across contrasting service types.

How social norms affect alcohol dependence: the mediating role of perceived benefits and alcohol identity

2020 ◽  
Vol 122 (12) ◽  
pp. 3935-3946
Author(s):  
Shih-Tse Edward Wang ◽  
Yu-Ting Liao
Keyword(s):  
Social Norms ◽  
Alcohol Dependence ◽  
Structural Equation ◽  
Equation Modeling ◽  
Perceived Benefits ◽  
Content Type ◽  
Mediating Role ◽  
The Social ◽  
Study Results

PurposeAlthough the association between social norms and alcohol dependence has been noted, how social norms cause alcohol dependence remains unclear. This study thus investigated how social norms affect the perceived benefits of drinking and alcohol identity, which in turn affect alcohol dependence.Design/methodology/approachConvenience sampling was used, and 452 valid questionnaires were collected from alcohol (specifically, beer) consumers over the age of 18; answers were analyzed through structural equation modeling.FindingsSocial norms positively affected the perceived benefits of drinking and alcohol identity; alcohol identity positively affected alcohol dependence; moreover, alcohol identity fully mediated the effects of social norms and the perceived benefits of drinking on alcohol dependence.Originality/valueHow social norms affect alcohol dependence has rarely been studied; thus, the present study has value for integrating the findings in the lines of research on social norms and alcohol dependence. Based on the study results, the authors recommend that policies aimed at discouraging alcohol dependence should focus on mitigating the social pressure to drink and the perceived benefits of drinking as well as labeling others as drinkers.

Intrapreneurship to engage employees: role of psychological capital

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jatin Pandey ◽  
Manish Gupta ◽  
Yusuf Hassan
Keyword(s):  
Work Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Psychological Capital ◽  
Business Environment ◽  
Content Type ◽  
Mediating Role ◽  
Survey Responses ◽  
The Relationship

PurposeIntrapreneurship is gaining traction in organizations to buckle up for the dynamic business environment. Scholars have argued that intrapreneurship increases positivity at work and helps employees attach themselves better with their job. However, empirical evidence suggests that these relationships do not exist. The objective of this paper is to examine the mediating role of psychological capital (PsyCap) in the relationship between intrapreneurship and work engagement.Design/methodology/approachData were collected through an online survey. Responses from 309 employees working in different industries in India were analysed. Structural equation modelling (SEM) was used to analyse the hypothesized relationships.FindingsThe results show that there exist positive relationships among intrapreneurship, psychological capital (PsyCap) and work engagement. Further, it was observed that the PsyCap partially mediates the relationship between intrapreneurship and work engagement.Practical implicationsManagers may not only encourage intrapreneurial behaviour in their organizations but also ensure that the employees are psychologically capable (high on PsyCap). It would enable the employees to engage themselves wholeheartedly into their work.Originality/valueTo the best of the authors' knowledge, this study is one of its kinds to relate intrapreneurship with PsyCap and work engagement.

Exploring customer engagement valences in the social services

2017 ◽  
Vol 29 (4) ◽  
pp. 890-912 ◽  
Author(s):  
Kay Naumann ◽  
Jana Lay-Hwa Bowden ◽  
Mark Gabbott
Keyword(s):  
Social Services ◽  
Social Service ◽  
Spillover Effect ◽  
Customer Engagement ◽  
Content Type ◽  
Object A ◽  
Service Community ◽  
Service Organisation ◽  
The One ◽  
Positive Engagement

Purpose Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context. Design/methodology/approach A qualitative approach using (four) focus groups is used. Findings A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated. Originality/value This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

Should we engage variety seeking customers?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ashish Gupta ◽  
Shivendra Pandey
Keyword(s):  
Customer Satisfaction ◽  
Customer Value ◽  
Structural Equation ◽  
Customer Engagement ◽  
Variety Seeking ◽  
Content Type ◽  
Moderation Effect ◽  
The Relationship ◽  
Moderating Role

Purpose The study aims to examine the moderating role of variety-seeking behaviour between customer engagement and its antecedents (customer satisfaction and customer value). Further, this study also tests the existence of the value-satisfaction-engagement behaviour chain. Design/methodology/approach The perception of 262 respondents was used to examine the hypothesis using the structural equation modelling approach. Findings The moderation effect of variety-seeking behaviour between customer satisfaction and customer engagement was found to be significant. Also, customer satisfaction fully mediated the relationship between perceived value and customer engagement, hence, empirically validating the value-satisfaction-engagement model in the retailing context. Research limitations/implications The findings draw managers' attention towards the segment of consumers who are more likely to be engaged, thus helping managers develop a more efficient and focussed strategy to achieve customer engagement. The result also suggests that variety-seeking buyers may not get engaged even after satisfaction. Originality/value This paper is among the first to empirically test the moderating role of variety-seeking behaviour to achieve customer engagement.

Examining the role of customer engagement in augmenting referral value

2019 ◽  
Vol 29 (5/6) ◽  
pp. 539-564
Author(s):  
Gurjeet Kaur Sahi ◽  
Rita Devi ◽  
Satya Bhusan Dash
Keyword(s):  
Social Exchange ◽  
Service Provider ◽  
Structural Equation ◽  
Service Providers ◽  
Reliability And Validity ◽  
Customer Engagement ◽  
Motivation Theory ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It explores the relevance of relational and expertise value for customers during the engagement process so as to ensure positive referrals about the service provider. Design/methodology/approach Using a sample of 482 students, the study examines the customer engagement efforts of professional institutes that provide training to prepare for the civil service examinations of the Union Public Service Commission. The survey is confined to central areas of New Delhi, India. Statistical techniques including confirmatory factor analysis and structural equation modelling are used to analyse the data, and reliability and validity tests are performed. Findings The findings reveal the indispensable role of service providers as creators of a meaningful effective learning process and of interpersonal relations with customers for generating more business through customer referrals. Research limitations/implications The study validated the moderating role of relational value between customers’ expertise value and their referrals on the basis of motivation theory, which asserts that customers’ motivation to contribute to the organisation is driven by the individuals’ extrinsic relational need for belongingness, acceptance by like-minded individuals, and feedback, recognition and respect from employees of the organisation. Originality/value The study contributes to the existing literature by integrating the well-developed social exchange and motivation theory so as to investigate the factors that propel customers’ positive word of mouth for the service provider.

A causal relationship model linking corporate reputation and customer-based brand equity

2017 ◽  
Vol 30 (2) ◽  
pp. 249-268 ◽  
Author(s):  
Maria Graça Casimiro Almeida ◽  
Arnaldo Coelho
Keyword(s):  
Brand Equity ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Cross Sectional ◽  
Content Type ◽  
The Social ◽  
Relationship Model ◽  
Dairy Cooperatives ◽  
Corporate Social

PurposeThe purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.Design/methodology/approachThis study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.FindingsResults show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.Research limitations/implicationsThis study is based on cross-sectional data from a single company.Practical implicationsThe results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.Social implicationsThis paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.Originality/valueThe results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.

Mediating role of customer’s satisfaction on Jaiz bank products: a model development

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tijjani Muhammad ◽  
Besar Bin Ngah
Keyword(s):  
Structural Equation ◽  
Discriminant Validity ◽  
Model Development ◽  
Banking System ◽  
Validity And Reliability ◽  
Subjective Experiences ◽  
Content Type ◽  
The Social ◽  
Average Variance

Purpose This study developed a model for the mediation role of satisfaction on Jaiz bank products and services as an alternative way of improving customer’s subjective experiences of banking in Nigeria. Design/methodology/approach This paper adopted structural equation modelling’s confirmatory factory analysis with three-factor theory. Composite reliability, average variance extracted and discriminant validity were used to test the validity and reliability of data collected from a sample of 345 participants comprising senior, middle and lower-income earners. Also, descriptive statistics and independent analysis of variance were used for the analyses. Findings This paper provides insights into how Jaiz bank products and services will significantly improved the social lifestyle of Nigeria. Findings also indicates how context-specific Islamic bank products and services are embedded in the social ordering of communities in Nigeria and thus facilitate a more satisfactory and productive experience of customers. Practical implications Findings from the study provide insight and inform managers in making an informed decision on the products and services offered to a section of the popular, where strategic and analytical insights could strengthen different segments of the banking system in Nigeria. This study emphasises the significance of Islamic banking within the specific context of Nigeria, and also has an obvious theory and management implications. Originality/value It is hard to find a research paper discussing the mediation role of customer’s satisfaction on Jaiz bank products and services in improving the social lifestyle of Nigerians. This study provides a model that can be adopted in analysing products and services of Islamic banks based on customer’s satisfaction.

Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce

2020 ◽  
Vol 30 (6) ◽  
pp. 1731-1762 ◽  
Author(s):  
Abaid Ullah Zafar ◽  
Jiangnan Qiu ◽  
Mohsin Shahzad
Keyword(s):  
Structural Equation ◽  
Social Climate ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Social Commerce ◽  
Parasocial Relationships ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeGrowing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not reveal the influence of emerging digital celebrities and their communities on impulse buying, although users may encounter them synchronously. Hence, this study explores the impact of parasocial relationships and social climate on impulse buying following the stimulus–organism–response framework with the incorporation of the urge to buy. Besides, this research investigates the role of hedonic and utility gratification-seeking behavior in parasocial relationships following uses and gratifications theory (UGT).Design/methodology/approachAn empirical research study was conducted on Facebook, and data were collected from Pakistani users who followed digital celebrities. Partial least squares structural equation modeling (PLS-SEM) approach was employed to analyze the valid data of 231 respondents.FindingsThe results indicate that integrated constructs significantly influence impulse buying with complementary partial mediation of urge to buy. Besides, social climate significantly interacts the relationship of parasocial relationships and impulse buying. Further, passing time, enjoyment and information seeking has a significant impact on parasocial relationships, except for self-presentation.Originality/valueThis research provides key knowledge to comprehend the overall phenomenon of emerging digital celebrities through the integration of their parasocial relationships and the social climate of their communities, with potential intervening and interaction effects. This study also unveils the role of gratifications in building digital celebrities' parasocial relationships.

scholarly journals The Role of LinkedIn Profile on Hiring Preference: Evidence from Bangladeshi Employers

2021 ◽  
pp. 42-56
Author(s):  
H. M. Nadim Khan
Keyword(s):  
Structural Equation ◽  
Social Networking Site ◽  
Primary Data ◽  
Equation Modeling ◽  
Self Presentation ◽  
Independent Components ◽  
Hiring Managers ◽  
Empirical Paper ◽  
Survey Responses

This empirical paper aims to identify the role of LinkedIn, a profession based social networking site (SNS) on overall hiring preference (HP) in Bangladesh. As the independent components, the author considered LinkedIn profile richness (LPR), LinkedIn skill endorsement (LSE) and self-presentation on LinkedIn (SL). The author collected primary data based on 391 survey responses. For descriptive statistics, the author utilized SPSS (version 24) and for examining the hypotheses, he utilized structural equation modeling technique through AMOS 24. After a careful and thorough analysis, it was found that all the independent components have significant positive roles over HP. This empirical paper is expected to be a founding guideline for the jobseekers having active LinkedIn profiles. Further, it can also guide the hiring managers to formulate and implement an efficient social media policy (SMP) for hiring.  

Sign in / Sign up

Export Citation Format

Share Document