Effects of customers' psychological characteristics on their engagement behavior in company social networks

2016 ◽  
Vol 44 (10) ◽  
pp. 1661-1670 ◽  
Author(s):  
Lingyun Guo ◽  
Mingli Zhang ◽  
Yu Wang
Keyword(s):  
Social Networks ◽  
Information Sharing ◽  
Word Of Mouth ◽  
Need For Cognition ◽  
Psychological Ownership ◽  
Psychological Characteristics ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Engagement Behavior ◽  
Value Cocreation

Drawing upon customer engagement and value cocreation theories, in the context of company social networks, we examined the influence mechanism of the 3 important psychological characteristics of need for cognition, self-congruity, and psychological ownership, on customer engagement behavior in terms of human interactivity, information sharing, and word-of-mouth referral. We also explored whether or not these 3 behaviors then influenced value cocreation and stickiness. Data from WeChat official account users were analyzed using SmartPLS 2.0 and structural equation modeling. Results showed that self-congruity and psychological ownership significantly influenced the 3 dimensions of customer engagement behavior, which further influenced value cocreation and stickiness. The effects of need for cognition on human interactivity and information sharing were also significant, but the influence of need for cognition on word-of-mouth referral was nonsignificant.

Electronic Word of Mouth engagement in social commerce platforms: An empirical study

2019 ◽  
Vol 36 (3) ◽  
pp. 438-456
Author(s):  
Yusuf Sahabi Ali ◽  
Ab Razak Che Hussin ◽  
Halina Mohamed Dahlan
Keyword(s):  
Social Support ◽  
Sense Of Belonging ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Future Research ◽  
Electronic Word Of Mouth ◽  
Social Commerce ◽  
Information Credibility

The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented.

Antecedents of word of mouth in Muslim-friendly tourism marketing: the role of religiosity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abror Abror ◽  
Dina Patrisia ◽  
Okki Trinanda ◽  
Maznah Wan Omar ◽  
Yunia Wardi
Keyword(s):  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Future Studies ◽  
Tourist Satisfaction ◽  
The Impact

Purpose This paper aims to examine the impact of religiosity on Muslim-friendly destination performance, customer engagement and customer satisfaction; the mediating impact of Muslim-friendly destination performance, customer engagement and customer satisfaction on the link between religiosity and word of mouth (WOM); and the moderating impact of religiosity on the relationship between Muslim-friendly tourism, customer engagement and customer satisfaction. Design/methodology/approach The population of this study was all tourists who visited West Sumatra Indonesia. By using a survey through questionnaires, this study has got 393 out of 450 collected responses (83.6%). This research used the structural equation modeling as the data analysis technique. Findings This research found that religiosity is a significant antecedent of Muslim-friendly tourism, customer engagement and tourist satisfaction. This study revealed that Muslim-friendly tourism, customer engagement and tourist satisfaction significantly mediate the link between religiosity and WOM. This research also found that religiosity significantly moderates the effect of Muslim-friendly tourism on tourist satisfaction. Research limitations/implications This study was only conducted in Indonesia; hence, it lacks generality. Accordingly, future studies can expand to several other countries such as Southeast Asian countries which have big Muslim population. This study only focused on Muslim-friendly tourism industry as a whole. For future studies, it can be extended to several related industries, such as hotel, food and beverage and halal cosmetic. Practical implications This study has shown the important of manager knowledge about religiosity of customers. Accordingly, when they want to increase tourists’ WOM, they have to increase tourist perceived quality of Muslim-friendly tourism attributes which also have an impact on customer engagement and tourist satisfaction. Originality/value This study proposes the direct relationship between religiosity and Muslim-friendly tourism, the religiosity-customer engagement link and the religiosity-tourist satisfaction relation. This research has revealed the mediating effect of Muslim-friendly tourism, satisfaction and engagement on the link between religiosity and WOM. This study has also revealed the impact of religiosity in strengthening the link between halal tourism and tourist satisfaction which is limited previously.

scholarly journals Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention

2020 ◽  
Vol 32 (10) ◽  
pp. 3227-3248
Author(s):  
Yusi Cheng ◽  
Wei Wei ◽  
Lu Zhang
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Source Credibility ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Future Research ◽  
Media Consumption ◽  
Content Type ◽  
Study Results ◽  
Engagement Behavior

Purpose This study aims to understand customers’ watching experience with travel vlogs and its impacts on one of the most prominent manifestations of customer engagement behaviors (CEBs) – word-of-mouth (WOM) – and their travel intention. Drawing upon the theory of resonance, this study incorporated both cognitive and emotional aspects of travel vlog watching experience. Design/methodology/approach Online survey data were collected from 352 participants who have watched travel vlogs over the past 12 months. Partial least squares structural equation modeling (PLS-SEM) was performed for hypotheses testing. Findings The study results reveal positive impacts of source credibility, inspiration, escapism and self-congruence on WOM, which further leads to travel intention. While source credibility is the strongest predictor of WOM, more factors representing the emotional resonance turn out to be the driving factors of WOM. Research limitations/implications This study pinpoints the value of investigating audiences’ vlogs watching experience from a CEB perspective within the tourism setting. Future research is encouraged to explore more types of CEBs in the intersection of social media consumption and travel behaviors. Practical implications Travel vloggers need to convey their intrinsic passion and enthusiasm to create an emotional connection with the audiences. Hospitality and tourism marketers are recommended to promote products and services by incentivizing audiences to engage with the travel vlogs. Originality/value No prior research integrated vlogs watching experiences, engagement behavior and future travel intention in a tourism setting. This study fills this gap and contributes to the literature on customer engagement, media consumption and marketing.

The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anitha Acharya
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Familiarity ◽  
The Impact

PurposeThe purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication.Design/methodology/approachA systematic review of the literature regarding brand familiarity and customer brand engagement CBE) was conducted and data were analyzed using structural equation modeling.FindingsThe results revealed that brand familiarity had a positive impact on CBE; self-identification also had a positive impact on WOM communication.Research limitations/implicationsThe model was tested in the context of service sector; future research may investigate in different context.Practical implicationsThe framework advances insight into customer engagement and service dominant logic, which, despite having been recognized for their significant theoretical fit, have remained largely disparate in the literature.Originality/valueThis study is among the first few attempts to examine the impact of brand familiarity on different dimensions, namely, cognitive, affective and activation dimensions of CBE. This study contributes to a more detailed description of the brand familiarity construct and improves understanding of WOM communication. The study provides implications for practitioners and marketers.

scholarly journals PENGARUH INFORMATION QUALITY DAN SERVICE QUALITY TERHADAP PERCEIVED VALUE DAN KONSEKUENSINYA TERHADAP CUSTOMER ENGAGEMENT BEHAVIOR INTENTION (STUDI PADA SOCIAL COMMERCE INSTAGRAM)

2021 ◽  
Vol 5 (2) ◽  
pp. 321
Author(s):  
Ivonne Maria ◽  
Valentino Wijaya ◽  
Keni Keni
Keyword(s):  
Service Quality ◽  
Information Quality ◽  
Perceived Value ◽  
Partial Least Square ◽  
Least Square ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Social Commerce ◽  
Behavior Intention ◽  
Engagement Behavior

Keberhasilan social commerce bergantung pada tingkat transaksi yang terjadi pada social commerce. Tingkat transaksi yang tinggi mengindikasikan adanya interaksi yang kuat dalam social commerce. Penelitian ini bertujuan untuk menguji pengaruh kualitas informasi, kualitas layanan terhadap persepsi nilai dan konsekuensinya terhadap niat perilaku keterlibatan pelanggan. Sampel yang terkumpul dalam penelitian ini berjumlah 214 responden menggunakan metode pengisian kuesioner yang dilakukan secara online. Pengujian hipotesis dilakukan dengan analisis Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan software SmartPLS. Hasil penelitian ini menunjukkan bahwa kualitas informasi dan kualitas layanan berpengaruh secara positif terhadap persepsi nilai dan persepsi nilai berpengaruh secara positif terhadap niat perilaku keterlibatan pelanggan. The success of social commerce depends on the level of transactions that occur on the platform. A high transaction rate indicates a strong interaction in social commerce. This study aims to examine the effect of information quality, service quality on perceived value and its consequences on the customer engagement behavior intention. The sample collected in this study amounted to 214 respondents using online questionnaires. Hypothesis testing was conducted by analyzing Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of this study indicate that the information quality and service quality have a positive effect on perceived value and perceived value have a positive effect on customer engagement behavior intention.

scholarly journals Promoting Customer Engagement Behavior for Green Brands

2021 ◽  
Vol 13 (15) ◽  
pp. 8404
Author(s):  
Civilai Leckie ◽  
Daniel Rayne ◽  
Lester W. Johnson
Keyword(s):  
Indirect Effect ◽  
Brand Loyalty ◽  
Perceived Value ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Self Identity ◽  
Engagement Behavior ◽  
The Impact

This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.

scholarly journals Customer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary

2021 ◽  
pp. 004728752110247
Author(s):  
Hakseung Shin ◽  
Richard R. Perdue
Keyword(s):  
Conceptual Framework ◽  
Survey Data ◽  
Customer Engagement ◽  
Brand Community ◽  
Brand Communities ◽  
Qualitative Survey ◽  
Online Engagement ◽  
Engagement Behavior ◽  
Value Cocreation ◽  
Different Levels

To better understand engagement behaviors in online hospitality brand communities, the purpose of this research was to understand hotel customers’ online engagement behaviors, associated cocreated nontransactional values, and the underlying drivers. Netnography analysis and qualitative surveys along with multiorder categorization analysis were used. The netnography results indicate that hotel customer engagement behaviors cocreate five types of value. Importantly, these values accrue in different levels to not only the customer, but also to other customers and to the firm. Analyses of a subsequent qualitative survey data validated the four factors driving these engagement behaviors and, importantly, found that the motivational drivers vary by type of engagement. A conceptual framework of value cocreation via customer engagement is proposed.

Consumer psychological motivations to customer brand engagement: a case of brand community

2019 ◽  
Vol 36 (1) ◽  
pp. 168-177 ◽  
Author(s):  
Jitender Kumar ◽  
Jogendra Kumar Nayak
Keyword(s):  
Brand Loyalty ◽  
Psychological Ownership ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Community ◽  
Ongoing Research ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Engagement ◽  
Study Results

PurposeThis paper aims to explore the psychological motivations behind customers’ engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty.Design/methodology/approachThe theoretical model is tested with the data collected from 282 brand community members during offline brand community events, and structural equation modeling technique is used for statistical analysis.FindingsThe results indicate that brand psychological ownership and value-congruity act as important psychological motivations for customers to engage with the brands. A sense of brand attachment mediates the relationship between brand engagement and brand loyalty.Research limitations/implicationsCurrent study was conducted on a single brand community. Future research testing and validating the proposed model for multiple brands across different product categories is suggested for the generalization of current study results. The identification and validation of psychological drivers of engagement can have major implications on the ongoing research on customer engagement concept.Practical implicationsAn effectively instilled sense of psychological ownership and value similarity notion in customers can help managers in engaging customers and capitalize on their repurchases and recommendations along with their attachment to the brands.Originality/valueThe study is unique in terms of the brand engagement model depicting the psychological antecedents to engagement with the brands and identifying the mediating role of brand attachment between brand engagement and behavioral loyalty.

The role of interactivity on customer engagement in mobile e-commerce applications

2021 ◽  
pp. 147078532110274
Author(s):  
Ami Fitri Utami ◽  
Irwan Adi Ekaputra ◽  
Arnold Japutra ◽  
Sebastiaan Van Doorn
Keyword(s):  
Structural Equation Modeling ◽  
Service Quality ◽  
Structural Equation ◽  
Service System ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Detailed Understanding ◽  
Engagement Behavior ◽  
Multi Stakeholder

This research investigates the role of interactivity and service quality toward customer engagement (i.e., co-developing, influencing, augmenting, mobilizing) in the context of mobile e-commerce applications (apps). Based on a survey of 717 mobile e-commerce app users in Indonesia, the study utilizes a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the conceptual framework. The findings show that interactivity positively related to all forms of customer engagement behavior (i.e., co-developing, influencing, augmenting, mobilizing), and service quality moderates the relationships between interactivity on augmenting and mobilizing. This study offers a more detailed understanding of the role of interactivity and service quality in each dimension of customer engagement. As such, this study complements prior insights on value co-creation in a multi-stakeholder service system.

PENGARUH COUNTRY OF ORIGIN, WORD OF MOUTH, KUALITAS YANG DIPERSEPSIKAN TERHADAP NIAT BELI: STUDY PADA KAMERA DIGITAL MEREK JEPANG

2019 ◽  
Vol 4 (3) ◽  
pp. 365-374
Author(s):  
Edy Purwanto ◽  
Aryo Wibisono
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Country Of Origin ◽  
Digital Camera ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Country Of Origin Image ◽  
Method Analysis

This study aims to test the influence of country of origin image and word of mouth on perceived quality. Then, the country of origin image and word of mouth and perceived quality on purchase intention of digital camera from Japan. The number of samples in this research are 230 respondents taken by purposive sampling method. Analysis of Structural Equation Modeling (SEM) is used to test the hypothesis. The results of this study showed that country of origin image and word of mouth have a positive and significant effect on perceived quality. Then, Word of mouth and perceived quality have a positive and significant effect on purchase intention but a country of origin image has no significant effect on purchase intention. 

Sign in / Sign up

Export Citation Format

Share Document