Impact of consumer engagement on firm performance

2020 ◽  
Vol 38 (7) ◽  
pp. 847-861
Author(s):  
Lijuan Bai ◽  
Xiangbin Yan ◽  
Guang Yu
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Fixed Effect Model ◽  
Consumer Engagement ◽  
Content Type ◽  
Interactive Engagement ◽  
Interactive Behavior ◽  
Different Dimensions ◽  
The Impact ◽  
Personal Engagement

PurposeThe aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.Design/methodology/approachBeyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance.FindingsThe result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement.Originality/valuePrior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance.

Exploring the nexus of social media influencers and consumer brand engagement

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Man Lai Cheung ◽  
Wilson K.S. Leung ◽  
Morgan X. Yang ◽  
Kian Yeik Koay ◽  
Man Kit Chang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Information Seeking ◽  
Structural Equation ◽  
Motivational Factors ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Impact

PurposeGrounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.Design/methodology/approachA self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.FindingsThe results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.Practical implicationsThis study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.Originality/valueSMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

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

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aspasia Vlachvei ◽  
Ourania Notta ◽  
Eirini Koronaki
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Panel Data ◽  
Panel Data Analysis ◽  
Customer Engagement ◽  
Content Type ◽  
Interactive Engagement ◽  
Long Run ◽  
Three Stages ◽  
The Impact

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.

When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities

2019 ◽  
Vol 29 (4) ◽  
pp. 704-724 ◽  
Author(s):  
Linlin Liu ◽  
Renjing Liu ◽  
Matthew Lee ◽  
Jiawen Chen
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Self Efficacy ◽  
Brand Community ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Engagement Theory ◽  
Community Identification ◽  
Personal Engagement

Purpose The purpose of this paper is twofold: first, to explain whether consumer engagement in social media brand communities (SMBCs) motivates consumer brand loyalty; and second, to explore the antecedents of consumer engagement by developing a model based on personal engagement theory. Design/methodology/approach Online survey data from 279 brand community members of Weibo (one of the most popular social media websites in China) were used to test the proposed model. Structural equation modeling with partial least squares was performed to test both the measurement model and the structural model. A hierarchical multiple regression analysis was conducted to examine the interaction effects. Findings The findings show that three factors, namely, recognition, community identification and self-efficacy, had significant positive effects on consumer engagement in SMBCs, which consequently enhanced brand loyalty. Self-efficacy moderated the effects of both community identification and recognition on consumer engagement. The impacts of three factors on consumer engagement are contingent upon the type of SMBCs. Originality/value This study extends and advances the literature on consumer engagement by explaining consumer engagement in SMBCs from a new theoretical lens. This study also enriches personal engagement theory by investigating the effects of the interaction between different conditions of engagement. In addition, this study contributes to brand loyalty literature by providing empirical evidence of the impact of consumer engagement on brand loyalty. Finally, this study contributes to the online brand community study by introducing personal engagement theory into SMBC context, and examining the moderating role of SMBC types.

The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

2020 ◽  
Vol 19 (3) ◽  
pp. 280-297
Author(s):  
Hazem Rasheed Gaber ◽  
Ahmed Elsamadicy
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Content Analysis ◽  
Social Network ◽  
Social Responsibility ◽  
Consumer Engagement ◽  
Content Type ◽  
Corporate Social ◽  
Facebook Pages ◽  
The Impact

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.

Founder CEOs, business groups and firm value: evidence from an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Woo Sung Kim ◽  
Halil Kiymaz
Keyword(s):  
Firm Performance ◽  
Firm Value ◽  
Emerging Market ◽  
Generalized Method Of Moments ◽  
Business Groups ◽  
Fixed Effect Model ◽  
Business Group ◽  
Content Type ◽  
The Impact ◽  
Ceo Characteristics

PurposeThe impact of founder CEOs on firm value continues to be debated in the finance literature. While earlier studies suggest that founding family ownership and founding CEO structure create less value than public ownership, later studies provide contradicting evidence. This study examines how founder CEOs affect firm value in the business group context while controlling for firm-specific variables and various CEO characteristics.Design/methodology/approachThe authors use a sample of publicly listed Indian firms from 2010 to 2015 with 997 firm-year data observations. While 306 of these are in business groups, the remaining 691 are in a nonbusiness group. The authors also divide the sample into various sector subgroups, including materials (170), industrials (198), consumer (422) and others (198). They use two different models, including the fixed effect model (FEM) and pooled generalized method of moments (GMM) model to run regressions.FindingsThe authors find that firms with founder CEOs have lower firm value than those with nonfounder CEOs. These results show the importance of the role of founder CEOs in the Indian business groups. The authors further find a positive relationship between founder CEO and business group interaction variable, showing that an increase in founder CEO (or business group) increases the significance effect of business group (founder CEO) on firm performance. After separating the sample business and nonbusiness groups, the relationship between founder CEOs and firm value in both groups remains negative. Using various firm-specific control variables, the authors find that highly leveraged and smaller firms experience lower Tobin's Q. In contrast, firms with more investment in research and development perform better. Among CEO characteristics, the authors find that firms with highly educated CEOs do not perform well, while firms with older CEOs do better. Finally, they find that CEO tenure and duality are associated with lower firm performance.Originality/valueThis study adds value by providing evidence on the founder CEOs and firm performance in business groups from a fast-developing emerging market.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Business strategy, performance appraisal and organizational results

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alberto Bayo-Moriones ◽  
Jose Enrique Galdon-Sanchez ◽  
Sara Martinez-de-Morentin
Keyword(s):  
Firm Performance ◽  
Human Resources ◽  
Performance Appraisal ◽  
Competitive Strategy ◽  
Management Practices ◽  
Robust Regression ◽  
Innovation Strategy ◽  
Content Type ◽  
The Impact ◽  
Developmental Performance

PurposeThe purpose of this study is to analyze how the design of performance appraisal is influenced by the competitive strategy of the firm. Then, this paper examines if the alignment between appraisal and strategy impacts firm performance.Design/methodology/approachThe study sample includes 258 Spanish firms in the manufacturing and services sectors. This information was gathered through questionnaires addressed to the CEO and the senior human resources manager. Several econometric models are estimated, using robust regression analysis and including a set of relevant control variables.FindingsA positive relationship is found between an innovation strategy and developmental performance appraisal. A cost strategy has a negative impact on the adoption of developmental performance appraisal. The findings also confirm that firms with a quality strategy and developmental appraisal have higher performance. In addition, firms adopting an innovation strategy and administrative appraisal enjoy higher return of equity.Research limitations/implicationsFuture research should analyze the dynamics of the relationships between appraisal, strategy and performance to rule out the flaws of cross-sectional data. Another potential extension is the analysis of the interactions of the design of other human resources management practices with both competitive strategy and firm performance.Practical implicationsFirms can improve performance by aligning performance appraisal design with strategy. Those with an innovation strategy should choose administrative appraisal, and those competing on quality should focus on developmental appraisal.Originality/valueThis paper compares the theoretical recommendations on performance appraisal for different competitive strategies, what firms actually do, and the impact that the alignment between appraisal and strategy has on firm performance.

Social capital and national innovation system: a cross-country analysis

2014 ◽  
Vol 21 (4) ◽  
pp. 453-475 ◽  
Author(s):  
Sepehr Ghazinoory ◽  
Ali Bitaab ◽  
Ardeshir Lohrasbi
Keyword(s):  
Social Capital ◽  
National Level ◽  
Innovation System ◽  
Negative Effects ◽  
Content Type ◽  
Research Findings ◽  
Different Dimensions ◽  
The Impact ◽  
Positive Effect

Purpose – In the last two decades, researchers have paid much attention to the role of cultural values on economic and social development. In particular, the crucial role of different aspects of culture on the development of innovation has been stressed in the literature. Consequently, it is vital to understand how social capital, as a core cultural value, affects the innovation process and the innovative performance at the national level. However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained. Thus, the purpose of this paper is to investigate the influence of four different dimensions of social capital (institutional and interpersonal, associational life and norms) on two of the main functions of national innovation system (NIS) (entrepreneurship and knowledge creation) based on over 50,000 observations in 34 countries. Design/methodology/approach – In this regard, national-level data from the World Values Survey database was employed to quantify social capital. Entrepreneurship is, in turn, assumed to consist of three sub-indexes and 14 indicators based on the Global Entrepreneurship Index. Knowledge creation is also measured through US Patent Office applications. Also, exploratory factor analysis and structural equation modeling approach were used to build the measurement model and investigate the impact that each factor of social capital had on entrepreneurship and knowledge application, respectively. Measurement and structural models were built and their reliability and validity were tested using various fit indices. Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Findings – Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Originality/value – However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained.

Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence

2017 ◽  
Vol 32 (7) ◽  
pp. 913-924 ◽  
Author(s):  
Jeen-Su Lim ◽  
William K. Darley ◽  
David Marion
Keyword(s):  
Supply Chain ◽  
Firm Performance ◽  
Market Orientation ◽  
Innovation Management ◽  
Strategy Formulation ◽  
Content Type ◽  
Positive Effects ◽  
The Impact ◽  
Moderating Role

Purpose The study aims to explore supply chain influence (SCI) on the linkages among market orientation, innovation capabilities and firm performance (FP), using the resource-based view as a theoretical backdrop. Design Survey data from 182 top managers who are involved in strategy formulation and innovative direction of their companies was collected and analyzed using moderated multiple regression analysis. Findings Results revealed a moderating role of the SCI in that the proactive market orientation (PMO) and FP relationship is stronger when SCI is high, and innovation commercialization capability (ICC) and FP relationship is stronger when SCI is low. Practical implications Firms pursuing high PMO strategy must collaborate with supply chain function to achieve the full effect of PMO. Additionally, as supply chain is critical to meeting customers’ needs, these firms should allow supply chain to exert greater influence to enjoy the positive effects of PMO in addition to ensuring full integration into marketing strategy implementation. Also, firms with high ICC need to limit SCI to maximize the benefit of ICC on FP, just as innovation management needs to be cognizant of other functional areas. Originality/value The study investigates the potential moderating role of SCI on the relationships among market orientation, ICC and FP. The study fills a gap in the understanding of the nature and role of supply chain in the marketing–supply chain interaction, and the impact on FP.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

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