Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model

Chiang, Chang-Tang; Wei, Chiou-Fong; Parker, Kevin R.; Davey, Bill

doi:10.1080/0267257x.2017.1399922

Cited by 51 publications

(38 citation statements)

References 77 publications

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“…These pedagogical perspectives should also be considered by the design. In addition, it can be a strategic question how to build customer awareness and knowledge in motivating and engaging manner [10,54].…”

Section: Discussionmentioning

confidence: 99%

“…The sales item "to get the customer to share positive experiences with others" was misaligned between the company reps and customers as well as between the developers and customers. The word-of-mouth requires motivation while a positive customer experience is not just enough [10]. Customer motivation is a more complex issue and it always requires better and deeper understanding of customer's latent needs [10].…”

Section: Discussionmentioning

confidence: 99%

“…The word-of-mouth requires motivation while a positive customer experience is not just enough [10]. Customer motivation is a more complex issue and it always requires better and deeper understanding of customer's latent needs [10]. Once mutual collaboration between the customers have been established it can contribute to many beautiful things such as collaborative learning, co-creation, engagement and loyalty [10].…”

Section: Discussionmentioning

confidence: 99%

“…Customer motivation is a more complex issue and it always requires better and deeper understanding of customer's latent needs [10]. Once mutual collaboration between the customers have been established it can contribute to many beautiful things such as collaborative learning, co-creation, engagement and loyalty [10]. In order to comprehend the customers' latent needs it requires long term strategic endeavors after which they can be incorporated to the design e.g.…”

Section: Discussionmentioning

confidence: 99%

“…Based on these introductions or their previous experiences with the VR technology the participants made their judgements and answered the survey statements by using a Likert-scale from 1 to 7 (1 = Totally disagree; 2 = Strongly disagree; 3 = Somehow disagree; 4 = Neither agree nor disagree; 5 = Somehow agree; 6 = Strongly agree; 7 = Totally agree). The means and variances were calculated for all framework statements (1)(2)(3)(4)(5)(6)(7)(8)(9)(10)(11)(12)(13)(14)(15)(16). By using a Kolmogorov-Smirnov test, the null-hypothesis for normality was rejected with all statements as they had a significance level under 0.05 [43].…”

Section: Framework Evaluationmentioning

confidence: 99%

See 4 more Smart Citations

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

Holopainen¹,

Mattila

Pöyry

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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This study introduces a framework to align various perceptions and objectives that different stakeholders have at the beginning of a Design Science Research (DSR) process and consolidate them into stakeholders' strategies and theory-ingrained design artifacts. We coin this framework as Stakeholder Strategy and Design Alignment (SSDA). As an application area, we concentrate on a Virtual Reality (VR) application designed for marketing and sales purposes. The empirical testing of the framework shows that the marketing and sales potential of the application are, indeed, perceived very differently among three stakeholder groups: company representatives, developers and customers. In addition to the introduction of a new DSR framework, the study sheds light to the applicability of VR technologies for marketing and sales use.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Framework Evaluationmentioning

confidence: 99%

See 3 more Smart Citations

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

Holopainen¹,

Mattila

Pöyry

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Pelet,

Taieb,

Lecat

et al. 2023

J of Consumer Behaviour

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This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co‐op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.

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Understanding continuance intention of social Q&A communities for informal learning among university students

Zeng

Bao

2023

Psychology in the Schools

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Social Q&A refers to the process of information seeking based on questioning‐and‐answering in natural language through social networks. It facilitates knowledge gathering and interacting, and thus can be regarded as an appropriate environment for informal learning. This study intends to explore factors affecting continuance intention of using social Q&A communities for informal learning and meanwhile reveal the underlying mechanism among these factors. Data were obtained from 257 university students through an online survey. By using partial least squares based structural equation model, the proposed hypotheses and research model were analyzed. The findings show that homophily, interactivity and social presence are three determinants of collaborative learning and community identification in social Q&A community which further influences university students' continuance intention for informal learning. Our research extends the understanding of informal learning in social Q&A communities and indicates how to promote continuous informal learning in such environment.

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Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model

Cited by 51 publications

References 77 publications

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Understanding continuance intention of social Q&A communities for informal learning among university students

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