An Analysis on the Relationship Between Content Topics of Social Media and Customer Engagement Using Machine Learning Methodology

2021 ◽  
Vol 50 (1) ◽  
pp. 115-142
Author(s):  
Jungwon Lee ◽  
Cheol Park
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Customer Engagement ◽  
The Relationship

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

The Paradox of Luxury in Digitalization

2022 ◽  
pp. 416-434
Author(s):  
Shamily Jaggi ◽  
Gursimranjit Singh ◽  
Sheetal
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Customer Acquisition ◽  
Luxury Brands ◽  
Digital Platforms ◽  
Personal Connection ◽  
Online Trust ◽  
Commercial Transaction ◽  
The Relationship

Seeing the success of digital platforms and advancement, social media marketing has strengthened the relationship between buyer and seller from a mere commercial transaction to a personal connection. The outcomes of this interaction are meticulous, and like other industries, it has also revolutionised the luxury products industry. It has become pertinent for the luxury brands to participate in the online visibility for customer awareness, customer engagement, customer acquisition, and customer retention. Though certain challenges are there, there is a need to develop strategies to mitigate them for better positioning, building online trust and online value.

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.

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”.

Understanding the relationship among resources, social media use and hotel performance

2018 ◽  
Vol 30 (9) ◽  
pp. 2888-2907 ◽  
Author(s):  
Woo-Hyuk Kim ◽  
Bongsug (Kevin) Chae
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Positive Association ◽  
Two Dimensions ◽  
Customer Engagement ◽  
Electronic Word Of Mouth ◽  
User Profiles ◽  
Content Type ◽  
Twitter User ◽  
The Relationship

Purpose The purpose of this study is to understand the use of social networking sites (SNSs) by hotels. Specifically, drawn upon a resource and capability-based perspective, this study addresses two research questions: (1) the relationship between a hotel’s resources and its use of Twitter and (2) the relationship between the use of Twitter by hotels and their RevPAR. Design/methodology/approach The research data include the hotel chain scales, Twitter user profiles and Twitter activities of the hotel parent companies in the USA and the hotels’ RevPAR. To more clearly understand the effect of the use of SNSs, the study uses two dimensions: electronic word-of-mouth and customer engagement. The two dimensions of the hotels’ Twitter use are calculated based on the data extracted from their Twitter user profiles and historical tweets. For a practical purpose, a social media index (SMI), which combines electronic word-of-mouth and the customer engagement score, was used to determine the overall level of Twitter use by hotels. Findings For RQ1, the results indicate there is a positive association between a hotel’s resources and Twitter use. For RQ2, this study shows there is also a positive association between Twitter use by hotels and their RevPAR. Practical implications Twitter use appears to be associated with hotels’ resources. In turn, Twitter use is positively associated with hotel RevPAR. Thus, hotels should look at Twitter as a potential strategic tool for business operation and attempt to increase their ability to leverage Twitter (and other SNSs) for organizational goals (e.g. sales, promotion, customer service). Originality/value To the authors’ knowledge, this is the first study empirically investigating the use of SNSs by hotels with the data drawn from actual firm-generated content (e.g. tweets, retweets) and hotels’ user profile information from Twitter.

scholarly journals The impact of customer engagement on service coordination costs in content service:

2019 ◽  
Vol 6 (11) ◽  
pp. 5716-5723
Author(s):  
KYEONGHO LEE ◽  
Byoung Chun Ha
Keyword(s):  
Social Media ◽  
Service Provider ◽  
Customer Engagement ◽  
Service Coordination ◽  
Digital Information ◽  
Coordination Costs ◽  
Information Materials ◽  
Use Of Social Media ◽  
The Impact ◽  
The Relationship

In order to secure the continuous competitiveness of OTT content services such as YouTube and Netflix, content service SCM promoting the production and distribution of digital information materials is becoming increasingly important. However, previous studies on this are scarce. This study examines the causal relationship between customer engagement, customer response profitability, and service coordination costs from the perspective of a YouTuber, a content creation service provider. In particular, it examines the impact of customer response profitability, a quantitative indicator of customer response, on the use of social media that customers feel and on the relationship between customer engagement and service coordination costs. In this study, we surveyed a YouTuber in Korea, a service provider. SPSS 18, AMOS 20, and PROCESS Macro were used for statistical analysis and hypothesis testing. The analysis shows that the degree of customer engagement on the YouTube channel has a positive effect on customer response profitability and service coordination costs, and that customer response profitability negatively affects service coordination costs (the reduction of costs). The relationship between the customer response profitability and the degree of customer engagement could not be confirmed, but the relationship between customer engagement and the service coordination costs was confirmed. With this study, we contribute to the establishment of policies on the value co-creation framework from the service provider's perspective in content service SCM and on whether to invest in social media in content sourcing.

scholarly journals Social Media Marketing Strategies influencing Customer Engagement - Structural Equation Modelling.

2020 ◽  
Vol 8 (6) ◽  
pp. 4118-4121
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Equation Model ◽  
Marketing Strategies ◽  
Customer Engagement ◽  
Continuous Increase ◽  
Equation Modelling ◽  
Influential Variable ◽  
Promotional Strategies ◽  
The Relationship

Retaining Customer attention and keeping them Engaged with brands and Products at the least has become a mammoth task in recent days. Customer Engagement has been explained as the bond between business or marketers with the Customers. The relationship between the customers and the Marketers, can happen through several platforms, out of which Social Media is a powerful one. Almost everyone uses Social media now and there is certainly, a continuous increase in the numbers. This platform is used by marketers to increase Customer Engagement through various marketing strategies. The marketing strategies in Social media include promotions and advertisements through various means such as videos, texts, Photos and web-links. These strategies elicit reaction, response or keep customers mentally engaged, which earlier studies on this have substantial arguments supporting this. The engagement can be Passive or active. The present study considers three factors of Customer Engagement and has established the structural relationship between the measured variables and the unmeasured using Structural Equation model. The measured being Personalised, Interactive and Ethical promotional strategies that lead to Customer Engagement. The top ten Social media such as Facebook, Whatsapp, Twitter, Youtube, Instagram, Pinterest, LinkdIn, Tumblr, Snapchat and Tiktok have been taken for the study .The result of the study gives insight to the Marketers on which is the most influential variable on Customer Engagement. The result reveals that Personalised Promotions play a prominent role in keeping Cutomers Engaged. Hence focus on this parameter by the marketers which has an effect on Customer loyalty will help in customer retention..

Social CRM Analytics

2015 ◽  
pp. 22-41
Author(s):  
Prerna Lal
Keyword(s):  
Social Media ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Community Based ◽  
Social Crm ◽  
Social Media Platforms ◽  
The Relationship ◽  
Industry Professionals ◽  
New Strategies

Social CRM entails the premise of customer relationship management channelizing the latent power and potential of social media platforms to enhance customer engagement. Social CRM encompasses a community-based environment in which the control and rules of engagement in the relationship with organizations has shifted from the unidirectional ways of traditional CRM directly to the customer who has the power to influence others in his social network. Marketers are expending efforts and devising new strategies to understand the field of social media and networks to demystify and understand consumer behaviors, patterns of engagement and attitudes and then harness the gained insights for business value. Analytics can help marketers in analyzing social CRM data to identify the most valuable insights from conversations driven by peer groups, industry professionals, prospects, customers and competitors. The objective of this chapter is to explore the opportunities analytics provides to organizations in terms of converting social CRM data into useful insights for designing CRM strategies.

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