Customer engagement and co-created value in social media

2019 ◽  
Vol 38 (6) ◽  
pp. 730-744 ◽  
Author(s):  
Sara Quach ◽  
Wei Shao ◽  
Mitchell Ross ◽  
Park Thaichon
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Extrinsic Motivation ◽  
Customer Participation ◽  
Customer Engagement ◽  
Privacy Concern ◽  
Content Type ◽  
External Reward ◽  
Customer Motivation ◽  
The Relationship

Purpose The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process. Design/methodology/approach Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years. Findings Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed. Originality/value The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer

2019 ◽  
Vol 11 (6) ◽  
pp. 1671-1689 ◽  
Author(s):  
Syed Alamdar Ali Shah ◽  
Raditya Sukmana ◽  
Bayu Arie Fianto ◽  
Muhammad Ali Ahmad ◽  
Indrianawati Usman Usman ◽  
...  
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Customer Engagement ◽  
Hierarchical Regression ◽  
Content Type ◽  
Google Docs ◽  
Moderation Effects ◽  
The Relationship ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media. Design/methodology/approach The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity. Findings The authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer. Research limitations/implications The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement. Practical implications This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer. Originality/value This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics

2016 ◽  
Vol 40 (4) ◽  
pp. 458-471 ◽  
Author(s):  
Ricardo Limongi França Coelho ◽  
Denise Santos de Oliveira ◽  
Marcos Inácio Severo de Almeida
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Design Methodology ◽  
Ordinary Least Squares ◽  
User Preference ◽  
Content Type ◽  
Dependent Variables ◽  
Body Design ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body design, fashion gym wear). Design/methodology/approach – The method used was multiple regression analysis with an estimator of the ordinary least squares for 1,849 posts from five different companies posted on Facebook (680 posts) and Instagram (1,169 Instagram) over an eight-month posting period. Regression analysis was used to identify the relationship between the dependent variables (likes and comments), and the independent variables (post typology, segments, week period, month, characters and hashtag). Findings – It was seen that the post types events and promotion led to a greater involvement of followers in Instagram, in particular. In Facebook, the events post type was only significant in the like’s interaction. Another finding of the research is the relevance of the food and body design segment which was significant in both virtual social media. This indicates a user preference involving their day-to-day lives, in this case, having a tattoo done or seeing a photo of a dessert. Originality/value – With the findings of this study, academics and social media managers can improve the return indicators of interactions in posts and broaden the discussion on the types of post and interaction in different virtual social media.

Facebook, Twitter and the future of HR

2017 ◽  
Vol 25 (1) ◽  
pp. 41-43
Author(s):  
Simon Linacre
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
Customer Engagement ◽  
Bottom Line ◽  
Content Type ◽  
Productive Activities ◽  
Pertinent Information ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Mention the use of social media to some human resource management professionals, and from many you will hear dark mutterings of “distractions” and “waste of time”. Many people believe that while social media – or Web 2.0 as some describe it – offers opportunities for free advertising, promotion and customer engagement, it also allows employees to enter into non-productive activities online that contribute little to nothing to the bottom line. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

scholarly journals Understanding link sharing tools continuance behavior in social media

2017 ◽  
Vol 41 (1) ◽  
pp. 119-133 ◽  
Author(s):  
Jianjun Sun ◽  
Dongfang Sheng ◽  
Dongxiao Gu ◽  
Jia Tina Du ◽  
Chao Min
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Privacy Concern ◽  
Confirmation Theory ◽  
Continuance Intention ◽  
Content Type ◽  
Continued Use ◽  
Use Behavior ◽  
First Time ◽  
Main Factor

Purpose The purpose of this paper is to investigate the continued use behavior (CU) of link sharing tools based on uses and gratifications theory, the theory of planned behavior and expectation confirmation theory. It then builds a conceptual model that is empirically tested. Design/methodology/approach Data were collected from 343 students (undergraduates, masters, PhD students, and MBAs) from three Chinese universities via a two-phrase survey. The tools SPSS 18.0 and AMOS 18.0 were used to analyse the reliability, validity, model fits and SEM, respectively. Findings The results indicate that an individual’s CU of link sharing tools was determined by his or her continued use intention directly and subjective norm indirectly. Users’ satisfaction on link sharing tools was the main factor affecting the continuance intention. Individuals’ motivation needs such as cognitive needs, personal integrative needs, and social integrative needs were found to be the significant predictors of his or her satisfaction. Besides, people with high privacy concern tended to have less satisfaction with link sharing tools. Originality/value This study explores users’ CU of link sharing tools in social media for the first time. The theoretical model developed shows the predictors behind people’s CU.

scholarly journals Conceptualizing negatively valenced influencing behavior: forms and triggers

2018 ◽  
Vol 29 (3) ◽  
pp. 468-490 ◽  
Author(s):  
Jaylan Azer ◽  
Matthew J. Alexander
Keyword(s):  
Design Methodology ◽  
Recent Literature ◽  
Service Failure ◽  
Online Reviews ◽  
Customer Engagement ◽  
Content Type ◽  
Engagement Behavior ◽  
The Relationship ◽  
Service Managers ◽  
Practical Implications

Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A qualitative study is conducted using an unobtrusive netnography. Data collected comprise of 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and “things to do” in 12 different destinations worldwide. Findings Drawing on the recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning, and endorsing competitors) and indirect (discrediting, expressing regret, and deriding) NVIB. Research limitations/implications The unobtrusive netnography has inherent limitations that lend itself to inductive rich insights rather than generalization. The study only focuses on NVIB within a specific online context, namely, TripAdvisor. Practical implications This paper provides managers with knowledge of the specific triggers of NVIB. Additionally, the paper conceptualizes the various forms of NVIB, how customers use them, and what triggers them to use each form. Moreover, the paper offers relevant data-inferred recommendations to service managers on how to manage each form of NVIB. Originality/value This research is the first to identify the forms and triggers of NVIB, classify direct and indirect forms, and conceptualize the relationships between forms and triggers.

You absolutely (don’t) need this!examining differences on customer engagement components for (anti)haul youtubers’ videos

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nieves García-de-Frutos ◽  
Antonia Estrella-Ramón
Keyword(s):  
Social Media ◽  
Significant Role ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Emotional Content ◽  
Previous Literature ◽  
Theory And Practice ◽  
Customer Engagement ◽  
Purchase Decisions ◽  
Content Type

Purpose This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether anti-consumption-framed content (anti-hauls) generates more views, more dislikes (and less dislikes) and more comments, as customer engagement components, than pro-consumption-framed content (hauls). Design/methodology/approach Based on 160 videos published on YouTube by 80 influencers on their respective channels, this study mainly analyses whether there are differences between anti-consumption and pro-consumption content in the various elements that constitute customer engagement (i.e. number of views, likes, dislikes and comments). Findings Results indicate that there are differences between anti-consumption and pro-consumption content in terms of total number of views, likes, dislikes and comments. All these customer engagement components are higher for anti-consumption-framed videos, which offers interesting implications for both theory and practice. Originality/value This study extends previous literature by accounting content published by social media influencers on their social media accounts, instead of analysing the most traditionally studied content that is published by brands on their own social media; and classifying this content as anti/pro-consumption rather than using the traditional dichotomy between transactional/emotional content. Brands should pay special attention to the content generated by social media influencers because it is a powerful form of electronic word-of-mouth that currently plays a significant role in customers’ (non)purchase decisions.

Sound sellers: musicians' strategies for marketing to industry gatekeepers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ariel Sanders ◽  
Barbara J. Phillips ◽  
David E. Williams
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Professional Musicians ◽  
Content Type ◽  
Music Genres ◽  
Interpretative Phenomenological Approach ◽  
The Relationship ◽  
Insight Into ◽  
Key Industry

PurposeThe relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this dichotomy and suggested musicians perceive these roles as inevitable and indivisible. However, the processes of how musicians market their sound to the industry gatekeepers remain unclear. This study seeks to find the key industry gatekeepers for musicians and how musicians sell their personal sound to them.Design/methodology/approachUsing an interpretative phenomenological approach, ten interviews with professional musicians across different music genres provided insight into the strategies musicians use to market their sound to industry gatekeepers.FindingsIn total, three key gatekeepers and the five strategies that musicians use to sell their sound are identified. The gatekeepers are record labels, other musicians and consumers. Musicians sell their sound to these gatekeepers through the externally directed strategies of using social media to build relationships, defining their personal sound through genre and creating a unique sound, and through the internally directed strategies of keeping motivated through sound evolution and counting on luck.Research limitations/implicationsThe findings are limited by the small number of musicians interviewed and the heterogeneous representation of music genres.Originality/valueThe study contributes to theoretical understandings of how musicians as cultural producers market their sound in a commercial industry.

Social media, customer engagement and advocacy

2019 ◽  
Vol 31 (3) ◽  
pp. 1247-1272 ◽  
Author(s):  
C.M. Sashi ◽  
Gina Brynildsen ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Affective Commitment ◽  
Customer Engagement ◽  
Media Communication ◽  
Content Type ◽  
Calculative Commitment ◽  
Social Media Communication ◽  
The Relationship ◽  
Social Media Network ◽  
Retention Effort

PurposeThe purpose of this study is to examine how social media facilitates the process of customer engagement in quick service restaurants (QSRs). Customers characterized as transactional customers, loyal customers, delighted customers or fans, based on the degree of relational exchange and emotional bonds, are expected to vary in their propensity to engage in advocacy and co-create value.Design/methodology/approachHypotheses linking the antecedents of customer engagement to advocacy are empirically investigated with data from the Twitter social media network for the top 50 US QSRs. Multiple regression analysis is carried out with proxies for advocacy as the dependent variable and connection effort, interaction effort, satisfaction, retention effort, calculative commitment and affective commitment as independent variables.FindingsThe results indicate that retention effort and calculative commitment of customers are the most important factors influencing advocacy. Efforts to retain customers using social media communication increase advocacy. Greater calculative commitment also increases advocacy. Affective commitment mediates the relationship between calculative commitment and advocacy.Practical implicationsFostering retention and calculative commitment by using social media communication engenders loyalty and customers become advocates. Calculative commitment fosters affective commitment, turning customers into fans who are delighted as well as loyal, enhancing advocacy.Originality/valueThis study uniquely investigates the relationship between the antecedents of customer engagement and advocacy. It develops the theory and conducts an empirical analysis with actual social media network data for a specific industry where usage of the network is widely prevalent. It confirms that calculative commitment influences advocacy. Calculative commitment not only has a direct effect but also has an indirect effect through affective commitment on advocacy in the QSR context. Further, social media efforts by QSRs to retain customers encourage advocacy. Other customer engagement antecedents do not directly influence advocacy.

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