Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

Sheng, Jie

doi:10.1016/j.intmar.2018.11.004

Cited by 82 publications

(68 citation statements)

References 70 publications

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“…Respondents in our academic survey also stressed the evolutionary nature of knowledge with regard to each of the four SMMSs and proposed multiple issues for each of them. Particular attention should be paid to how inputs from customers and firms are interrelated in each of these strategies, taking into consideration the central role played by customer engagement behaviors and firm initiatives (e.g., Sheng 2019). Respondents also pinpointed the need for more emphasis on social CRM strategy (which is relatively under-researched), while there should also be a closer assessment of new developments in both marketing (e.g., concepts and tools) and social media (e.g., technologies and platforms) that can lead to the emergence of new types of SMMSs (e.g., Ahani et al 2017;Choudhury and Harrigan 2014).…”

Section: Future Research Directionsmentioning

confidence: 99%

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Larimo

Leonidou

2020

J. of the Acad. Mark. Sci.

398

241

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Although social media use is gaining increasing importance as a component of firms' portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.

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Section: Future Research Directionsmentioning

confidence: 99%

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Larimo

Leonidou

2020

J. of the Acad. Mark. Sci.

398

241

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“…Project updates and comments are the form of online communications that ensure information symmetry between creators and backers. From the perspective of social influence theory [16,17], online communication may influence projects quality perceptions, comment sentiments, and campaign success. Through updates, creators disclose credible information of the proposed projects to enable backers to evaluate the potentials of the proposed projects.…”

Section: Introductionmentioning

confidence: 99%

The Right Time for Crowd Communication during Campaigns for Sustainable Success of Crowdfunding: Evidence from Kickstarter Platform

Ryoba

et al. 2020

Sustainability

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Only a small percentage of crowdfunding projects succeed in securing funds, the fact of which puts the sustainability of crowdfunding platforms at risk. Researchers have examined the influences of phased aspects of communication, drawn from updates and comments, on success of crowdfunding campaigns, but in most cases they have focused on the combined effects of the aspects. This paper investigated campaign success contribution of various combinations of phased communication aspects from updates and comments, the best of which can help creators to successfully manage campaigns by focusing on the important communication aspects. Metaheuristic and machine learning algorithms were used to search and evaluate the best combination of phased communication aspects for predicting success using Kickstarter dataset. The study found that the number of updates in phase one, the polarity of comments in phase two, readability of updates and polarity of comments in phase three, and the polarity of comments in phase five are the most important communication aspects in predicting campaign success. Moreover, the success prediction accuracy with the aspects identified after phasing is more than the baseline model without phasing. Our findings can help crowdfunding actors to focus on the important communication aspects leading to improved likelihood of success.

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“…A growing trend among marketers is the use of social media to drive customer engagement (Goh, Heng, and Lin 2013; Hanson, Jiang, and Dahl 2019; Harmeling et al 2017; Sheng 2019). Customer engagement initiatives, defined as organizational initiatives that facilitate firm–customer interactions to foster emotional or psychological bonds between customers and firms (Gill, Sridhar, and Grewal 2017; Kumar and Pansari 2016) are increasingly used by marketers.…”

mentioning

confidence: 99%

The Role of Marketer-Generated Content in Customer Engagement Marketing

Meire¹,

Hewett²,

Ballings³

et al. 2019

Journal of Marketing

185

154

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Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.

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Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

Cited by 82 publications

References 70 publications

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

The Right Time for Crowd Communication during Campaigns for Sustainable Success of Crowdfunding: Evidence from Kickstarter Platform

The Role of Marketer-Generated Content in Customer Engagement Marketing

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