The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

scholarly journals “Just be there”

2020 ◽  
Vol 54 (6) ◽  
pp. 1281-1303
Author(s):  
Maria Karampela ◽  
Ewelina Lacka ◽  
Graeme McLean
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Content Type ◽  
Relationship Strength ◽  
Brand Relationship ◽  
B2b Relationships ◽  
The Impact

Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

Does multitasking computer self-efficacy mitigate the impact of social media affordances on overload and fatigue among professionals?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
A.K.M. Najmul Islam ◽  
Eoin Whelan ◽  
Stoney Brooks
Keyword(s):  
Social Media ◽  
Self Efficacy ◽  
Information Overload ◽  
Positive Impact ◽  
Content Type ◽  
Study Results ◽  
Prior Literature ◽  
Information And Communication ◽  
The Impact ◽  
Computer Self Efficacy

PurposeThis paper investigates the moderating role of multitasking computer self-efficacy on the relationship between social media affordances and social media overload as well as its moderation between social media overload and social media fatigue.Design/methodology/approachThe authors hypothesize that social media affordances will have a positive impact on social media overload (i.e. information and communication overload). They also hypothesize that social media overload will affect social media fatigue. In addition, they hypothesize that multitasking computer self-efficacy will attenuate the effect of social media affordances on both information overload and communication overload. Similarly, they also hypothesize that multitasking computer self-efficacy will attenuate the effects of both information overload and communication overload on fatigue. The authors test this model by collecting two-wave data from 220 professionals using PLS techniques.FindingsSocial media affordances have significant impacts on information overload, but not on communication overload. In turn, information overload and communication overload significantly affect social media fatigue. Multitasking computer self-efficacy was found to attenuate the effect of social media affordances on both information overload and communication overload. Furthermore, the study results suggest that multitasking computer self-efficacy attenuates the effect of information overload and reinforces the effect of communication overload on social media fatigue.Originality/valueMost prior literature focused on students rather than on professionals. There is a lack of research that investigates how the affordances of social media relate to social media overload and fatigue. Furthermore, research that investigates mitigating mechanisms of social media fatigue has been rare. This paper fills these important research gaps.

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tariq Samarah ◽  
Pelin Bayram ◽  
Hasan Yousef Aljuhmani ◽  
Hamzah Elrehail
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Mediating Effect ◽  
Research Approach ◽  
Brand Trust ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hardius Usman ◽  
Chairy Chairy ◽  
Nucke Widowati Kusumo Projo
Keyword(s):  
Decision Making ◽  
Online Survey ◽  
Positive Impact ◽  
Survey Method ◽  
Consumer Decision Making ◽  
High Quality ◽  
Consumer Decision ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to: build Muslim consumer decision-making style (MCDMS); analyze the influence of the consumer decision-making style on Muslim behavior to buy halal certified food; analyze the impact of religiosity on Muslim behavior in buying halal-certified food and study the role of religiosity in the relationship between MCDMS and Muslim behavior in buying halal certified food. Design/methodology/approach This study’s target population is the Muslim Indonesian population age at least 18 years old. The self-administered survey method is carried out based on convenience and snowball sampling techniques and the questionnaire is distributed online. This study collects data from 396 Muslim respondents in Indonesia through an online survey. Factor analysis and regression with interaction variables are applied to test the research hypothesis statistically. Findings This study reveals several results: MCDMS produces 10 dimensions; halal consciousness is an important dimension; the perfectionist/high-quality conscious and price-conscious, has a significant negative effect on the intention to buy halal-certified food; the halal consciousness and the recreational/hedonic conscious have a significant positive effect on the intention to buy halal certified food; religiosity has a significant positive impact directly on the intention to purchase halal-certified food; Religiosity positively moderates the impact of a perfectionist/high-quality conscious and price-conscious on the intention to buy halal-certified food. Originality/value This paper will build an MCDMS by adding the dimensions of halal consciousness. The author has not found literature about MCDMS. This research will also study the impact of MCDMS and religiosity on the intention to buy halal-certified food, as well as will study the role of religiosity in relationships between Muslim decision-making styles and intention to buy halal-certified food. Similar research is still very limited in marketing literature.

The role of perceived firm social media interactivity in facilitating customer engagement behaviors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
SIDDIK BOZKURT ◽  
David Marius Gligor ◽  
Barry J. Babin
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Customer Engagement ◽  
Online Surveys ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Customer Purchases ◽  
Moderating Role

Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms. Findings The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types. Research limitations/implications Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms. Practical implications The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website. Originality/value This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

scholarly journals How managerial coaching promotes employees' affective commitment and individual performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Neuza Ribeiro ◽  
Tam Nguyen ◽  
Ana Patrícia Duarte ◽  
Rui Torres de Oliveira ◽  
Catarina Faustino
Keyword(s):  
Affective Commitment ◽  
Online Survey ◽  
Positive Impact ◽  
Individual Performance ◽  
Content Type ◽  
Mediating Role ◽  
Coaching Skills ◽  
The Impact ◽  
The Relationship

PurposeThis study sought to provide a more comprehensive understanding of how managers' coaching skills can affect individual performance through the mediating role of affective commitment.Design/methodology/approachThe sample included 198 employees from diverse organizations. Based on an online survey, respondents assessed their managers' coaching skills and reported their own individual performance and affective commitment to their organization.FindingsThe findings show that managers' coaching skills have a positive impact on individual performance and affective commitment, with the latter mediating the relationship between the first two variables.Research limitations/implicationsAdditional studies with larger samples are needed to understand more fully not only the impact of managers' coaching skills on individual performance but also other psychosocial variables affecting that relationship.Practical implicationsOrganizations can increase employees' affective commitment and individual performance by encouraging managers to integrate more coaching skills into their leadership styles.Originality/valueThis study is the first to integrate managers' coaching skills, affective commitment and individual performance into a single research model, thereby extending previous research on this topic.

Social media activity: its impact on career-related perceptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly W. O'Connor ◽  
Kimberly S. McDonald ◽  
Brandon T. McDaniel ◽  
Gordon B. Schmidt
Keyword(s):  
Social Media ◽  
Online Learning ◽  
Career Satisfaction ◽  
Media Use ◽  
Positive Impact ◽  
Amazon Mechanical Turk ◽  
Social Media Use ◽  
Content Type ◽  
The Impact ◽  
Career Benefits

Purpose The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions. Design/methodology/approach In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media. Findings We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users. Originality/value This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

Impact of social media usage on performance of construction businesses (CBs) in Abuja, Nigeria

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olufemi Seth Olorunyomi ◽  
Richard Ajayi Jimoh ◽  
James Olabode Bamidele Rotimi
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Structural Equation ◽  
Building Materials ◽  
Positive Impact ◽  
Research Approach ◽  
Cross Sectional ◽  
Content Type ◽  
Business Interest ◽  
The Impact

Purpose Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria. Design/methodology/approach This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs. Findings The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility. Research limitations/implications This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results. Originality/value This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

scholarly journals The Impact of Organizational Context on the Levels of Cross-Border E-Commerce Adoption in Chinese SMEs: The Moderating Role of Environmental Context

2021 ◽  
Vol 16 (7) ◽  
pp. 2732-2749
Author(s):  
Anaf Abdulkarem ◽  
Wenhua Hou
Keyword(s):  
Online Survey ◽  
Organizational Context ◽  
Positive Impact ◽  
Environmental Context ◽  
Cross Border ◽  
Level 3 ◽  
Four Levels ◽  
The Impact ◽  
Moderating Role

With the rapid technological developments, cross-border e-commerce (CBEC) as a sector is also expanding rapidly. In the past couple of decades, China has become a major force in promoting and developing CBEC and, therefore, it was needed to explore the various antecedents and outcomes of Chinese CBEC to expand the understanding and existing CBEC scholarship. Ample studies have been conducted to understand the antecedents and outcomes of CBEC. However, limited studies have explored such variables which can mitigate the adoption of CBEC. With this background, this empirical study was focused on addressing this gap by studying the moderating role of environmental context between organizational context and the four levels of CBEC adoption with the help of a technology-organization-environment framework. SMEs operating in China were targeted for data collection, where data were collected through an online survey. A final sample size of 208 was recorded. It was found that the organizational context has a direct and positive impact on all four levels of CBEC adoption. Furthermore, the moderating role of environmental context on Level 1 and 2 was not supported. Finally, the moderating role of environmental context on Level 3 and 4 was supported by the data. It was concluded that the organizational context plays a significant role in shaping CBEC at all four levels, whereas the environmental context has the potential to mitigate the relationships between organizational context and CBEC Level 3 and 4.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

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