Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Bitter, Sofie; Grabner‐Kräuter, Sonja

doi:10.1007/s12525-016-0220-7

Cited by 46 publications

(38 citation statements)

References 66 publications

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“…To the best of our knowledge, this study is the first to show these findings. This result also confirms previous works emphasizing the trending impact of FOMO in influencing the behaviors of individuals towards engaging in online social networks [16,28,[65][66][67]. In modeling marketing strategies to build up consumer engagement, organizations and brand marketers should focus on giving frequent, interesting and interactive updates on their SMBCs to make consumers optimistic in looking forward to participating in it.…”

Section: Managerial Implicationssupporting

confidence: 87%

Linking FOMO and Smartphone Use to Social Media Brand Communities

Osemeahon

Agoyi

2020

Sustainability

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Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.

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Section: Managerial Implicationssupporting

confidence: 87%

Linking FOMO and Smartphone Use to Social Media Brand Communities

Osemeahon

Agoyi

2020

Sustainability

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“…In this research, we tested the relationship between customer engagement and continuous playing. Although customer engagement in customer loyalty or satisfaction has been studied and received empirical support [6], its mechanism still requires further exploration. Therefore, we studied the effects of flow experience, perceived control, perceived ease of use, online and offline social interaction on customer engagement and continuous playing games intention.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones

Kang

Guo

et al. 2020

J. theor. appl. electron. commer. res.

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The popularity of multiplayer online battle arena games is closely linked to customer engagement. The purpose is to investigate the influences that individual motivators and environmental antecedents have upon customer engagement and continuous playing games intention, and compare the impacts between playing Multiplayer online battle arena games on personal computers and on mobile phones. A Triadic reciprocal determinism framework was developed to explain the relationship among individual motivator (flow experience), environmental antecedents (technical features and social interaction), individual behavior (continuous playing games intention), and customer engagement within multiplayer online battle arena gaming settings. Altogether 531 questionnaires from multiplayer online battle arena players were collected. Structural equation modeling with Smart-partial least squares was used to evaluate the research model. The findings suggest that the influence of flow experience on customer engagement in personal computers gaming is more significant than that in mobile gaming, while the effects of perceived ease of use and offline social interaction on customer engagement in mobile gaming are comparatively higher. This study indicates the importance of flow experience, perceived control, perceived ease of use, and social interaction in the Multiplayer online battle arena gaming development and the prosperity for better customers engaged, and to enhance customer experience.

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“…To overcome at least these limitations and as an additional contribution of this article, a basic exploratory study was conducted with a sample of 80 non-MTruk Spanish Internet users. Consistent with common research practices to perform online experiments (Bitter and Grabner-Kräuter 2016), participants were recruited by posting a link in social media. The research was described as a study about the content of an online website to be accessed by mobile phones with a duration between 5 and 10 min.…”

Section: Methodsmentioning

confidence: 99%

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

Belanche

2019

Journal of Marketing Communications

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This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasingly appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal and social responsibility for the common good. A basic exploratory replication study is presented to stimulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars.

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Consequences of customer engagement behavior: when negative Facebook posts have positive effects

Cited by 46 publications

References 66 publications

Linking FOMO and Smartphone Use to Social Media Brand Communities

Linking FOMO and Smartphone Use to Social Media Brand Communities

How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

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