Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users

2019 ◽  
Vol 44 (2) ◽  
pp. 252-277 ◽  
Author(s):  
Bomin Kim ◽  
Michelle (Myongjee) Yoo ◽  
Wan Yang
Keyword(s):  
Social Media ◽  
Information Quality ◽  
Communication Technologies ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Competitive Advantages ◽  
System Quality ◽  
Online Engagement ◽  
Positive Attitudes ◽  
Through Flow

The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study’s results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.

scholarly journals Online Engagement Factors on Instagram Local Fashion Brand Accounts

2020 ◽  
Author(s):  
Rima Raidah Rachmah ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Substantial Influence ◽  
Online Questionnaire ◽  
Content Type ◽  
Fashion Brand ◽  
Online Engagement ◽  
Marketing Tool ◽  
Engagement Factors

Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is to identify the forms of communication in which consumers most enthusiastically interact with local fashion brands on Instagram and explore the correlation between Instagram contents of fashion brands with the engagement of the consumers. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. The researcher found out that the content type of post characteristics influences boosting customer engagement. In this research, the content type classified into entertainment, informative, and remuneration posts. Each content type has different results in controlling customer engagement. Among the three classifications of content types, entertainment content type has the most substantial influence on customer engagement. Therefore, local fashion brands are recommended to utilize their marketing strategy by creating more entertainment content type, among other types on Instagram. Keywords: Instagram, social media marketing, content type, customer engagement.

scholarly journals Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

Value Co-Creation, Social Media, and Marketing 3.0

2015 ◽  
pp. 99-119
Author(s):  
Maria Angeles Garcia-Haro ◽  
Maria Pilar Martinez-Ruiz ◽  
Ricardo Martinez Canas
Keyword(s):  
Social Media ◽  
Information And Communication Technologies ◽  
Communication Technologies ◽  
The Internet ◽  
Competitive Advantages ◽  
Consumer Loyalty ◽  
Market Environment ◽  
Social Media Networks ◽  
Information And Communication ◽  
Main Engine

The aim of this chapter is to analyze a new concept value co-creation-that has emerged in the context of marketing and business management research. In today's market environment, companies are continually pressured to innovate in order to attract and maintain consumer loyalty and gain and sustain competitive advantage in the market. First, this chapter identifies factors and variables that are leveraged to determine value co-creation in firms. Second, this chapter examines how the development of information and communication technologies-in particular, the Internet and social media networks-has become the main engine of the co-creation activity in a Marketing 3.0 context. Third, this chapter discusses the consequences and benefits of implementing such concepts on the achievement of competitive advantages for firms.

Understanding of Antecedents to Achieve Customer Trust and Customer Intention to Purchase E-Commerce in Social Media, an Empirical Assessment

2017 ◽  
Vol 7 (3) ◽  
pp. 1240 ◽  
Author(s):  
Taqwa Hariguna ◽  
Berlilana Berlilana
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Information Quality ◽  
Positive Impact ◽  
Quality Information ◽  
System Quality ◽  
Empirical Assessment ◽  
Intention To Purchase ◽  
Customer Trust

<p>This study aims to analyze empirically three factors antecedents of trust they are system quality, information quality, and service quality. Customer trust is used in determining customer intention to purchase of e-commerce in social media (facebook). A number of respondents were 451. The results of this study concluded that three factors antecedents of trust directly had a positive impact to customer trust and indirectly had positive impact on customer intention to purchase in e-commerce transactions on social media.</p>

Social Media

2015 ◽  
Vol 5 (2) ◽  
pp. 37-57
Author(s):  
Chetna Kudeshia ◽  
Arun Mittal
Keyword(s):  
Social Media ◽  
Vital Role ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Advantages ◽  
Buying Behavior ◽  
Social Media Networks ◽  
The Social ◽  
Media Channels ◽  
The Arab Spring

From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular brand or a company. This communication between one to several additionally referred to as word-of-mouth marketing, isn't new to marketing, but the distinction is that currently these communications are on the far side boundaries. With the growing effect of social media on consumer buying behavior, it becomes imperative for a business to understand the competitive advantages of assorted social media avenues across diverse markets. As the world of online marketing is continuously progressing, the marketers must understand how these changes may influence buyer practices, and consequently promotional programs and strategies. Choices on how and when to successfully use the traditional as well as the social media alternatives require careful thought and consideration. This paper aims to throw light on the recent social media marketing strategies and demonstrates how this platform of online networking helps organizations to captivate their clients in a finer manner, thus building a stronger relationship with them. Also the present paper offers significant understanding to the marketers in knowing the vital role social media marketing plays in the formation of a strong brand. The present paper is conceptual in nature, and through the intensive literature review identifies the latest social media practices being adopted by the 21st century marketers. The study is an endeavor to see how advertisers are utilizing social networking as a strategic tool for advancement. The study finds that enhanced presence and communication on various social media channels help the firms in creating a better brand image while reducing promotional budgets. The paper additionally indicates how the exceptional attributes of correspondence by means of online networking help organizations not only in building a superior connection with their customers but also in converting them into their brand advocates. Thus, these network platforms are helping the businesses to engage with the purchasers, influencing them, connecting with them and finally changing them into their evangelists.

Sign in / Sign up

Export Citation Format

Share Document