Customer engagement behaviours in social media: capturing innovation opportunities

Abstract

Purpose-Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus-organism-response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Design/methodology/approach-Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. Findings-The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. Research limitations/implications-The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. Originality/value-The findings have important implications for the design and optimization of online services in the customer engagementinnovation interface to harness CEBs for innovation performance.

Schema

“…Harrigan et al, 2018, Carvalho andFernandes, 2018), rather than the management of customer engagement, although some focus on how particular techniques, especially digital (such as platforms and social media), can be used to create stronger customer engagement (e.g. Sashi, 2012;Wirtz et al, 2013;Merrilees, 2016;Carlson et al, 2018). A few researchers focused on how customer engagement applies to brands rather than companies e.g.…”

Predicting attitude of young Indian consumers toward brand pages over social media: A structural equation modeling approach

“…Over the brand pages, consumers search for information such as attributes, benefits, other information related to the product as well as the parent organization. Availability of these information over the brand page enhances the learning of the consumers as well as facilitate a greater communal interaction over the platform where a consumer share their reviews with other consumers (Carlson et al, 2018;Hamilton, Kaltcheva, & Rohm, 2016;Shi et al, 2016). The usefulness of the information over the brand pages influences the consumers positively (Ho & Wang, 2015).…”

“…Extant literature suggests that marketers have their brand page over social media where they keep on sharing brand-related information with the consumers, these pages helps in engaging customers who further participate in idea generation and show collaborative behavior (Carlson, Rahman, Voola, & De Vries, 2018;Carlson, Wyllie, Rahman, & Voola, 2019). They use their pages (brand pages) to monitor and assist the consumers (Shi, Chen, & Chow, 2016).…”

Validating Antecedents of Customer Engagement in Social Networking Sites using Fuzzy Delphi Analysis

“…Only a few researches have been known to explore the relevant elements of online customer engagement at SNS community [31]- [34], moreover, their research extends to many dimensions and is not limited to behavioural factor. Meanwhile a considerable numbers of the related works were focused on more generic engagement in social media and web platform [35]- [37]. There are researchers concentrate only on the specific elements of engagement in digital spaces (see [38]- [39]).…”

“…Less scientific studies cover more holistic aspects, such as verifying multi-dimensional factors that induce customer engagement in the behavioural dimension on SNS. As there are limited works on harnessing mechanism to measure this perspective [37], this study investigates the validation of the proposed customer engagement framework via Fuzzy Delphi technique.…”