Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

Beckers, Sander F. M.; Doorn, Jenny van; Verhoef, Peter C.

doi:10.1007/s11747-017-0539-4

Cited by 219 publications

(226 citation statements)

References 92 publications

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“…Among the research issues proposed, finding appropriate metrics to measure performance in SMMSs seems to be an area to which top priority should be given. This is because performance is the ultimate outcome of these strategies, for which there is still little understanding due to the idiosyncratic nature of social media as a marketing tool (e.g., Beckers et al 2017;Trainor et al 2014). In particular, it is important to shed light on both short-term and long-term performance, as well as its effectiveness, efficiency, and adaptiveness aspects (e.g., Barger et al 2016).…”

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.

326

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.

326

241

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“…Customer engagement, or customer engagement behaviour (CEB), has been widely analysed by academics (Beckers, van Doorn, & Verhoef, 2017;Dolan, Conduit, Fahy, & Goodman, 2016;Gavilanes, Flatten, & Brettel, 2018;Harmeling, Moffett, Arnold, & Carlson, 2017;Hollebeek, Glynn, & Brodie, 2014;Schivinski, Christodoulides, & Dabrowski, 2016;Yang, Lin, Carlson, & Ross, 2016;Yoon, Li, Ji, North, Hong, & Liu, 2018;van Doorn, Lemon, Mittal, Nass, Pick, Pirner, & Verhoef, 2010); however, there is still no general agreement among researchers about its definition and conceptualisation. Importantly, the term "engagement" can be seen as a behavioural construct or even an affective/cognitive and behavioural one (Schivinski et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Importantly, the term "engagement" can be seen as a behavioural construct or even an affective/cognitive and behavioural one (Schivinski et al, 2016). The behavioural approach is mainly used in the most recent customer engagement literature (see Beckers et al, 2017;Leung, Tanford, & Jiang, 2017). Thus, the behavioural conceptualization of CEB follows recommendations by Harmeling et al (2017) because it captures its implicit and explicit meaning.…”

Section: Introductionmentioning

confidence: 99%

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

Vaičiukynaitė

Gatautis

2018

Journal of Business Economics and Management

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Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers’ every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online conversations for several beneficial reasons such as maintaining relationships with their customers and achieving customer loyalty. There are no widely accepted characteristics of company messages that foster customer sociability behaviour regarding likes, comments, shares and emotion expressions on Facebook in literature. The purpose of this paper is to explore the characteristics of company messages that facilitate customer sociability behaviour on Facebook. The current study integrates content analysis and text analysis with the Linguistic Inquiry and Word Count Software (LIWC). The data were obtained from two five-star hotel brands on Facebook from 18th October 2016 to 18th October 2017. A total of 306 messages were collected. The results indicated that social messages generated more consumer likes, comments and emotional expressions on Facebook. The number of likes, comments and emotion expressions can be facilitated by images with humans. Messages accompanied with social words exhibit customer comments and emotion expressions.

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“…customer value) (Groeger et al, 2016), and firm-level value (i.e. customer equity, firm value) (Beckers et al, 2018).…”

Section: Forms Of Customer Engagementmentioning

confidence: 99%

Hedonic and Utilitarian Drivers of Customer Engagement

Żyminkowska¹

2019

CEBR

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Although the notion of customer engagement has been an important topic of ongoing discussion in marketing academia and business practice, still little is known on the impact of customer value that comprises of hedonic and utilitarian dimensions, on customer behavioral manifestations toward the brands or firms that goes beyond purchase. The main purpose of this study is to examine whether and how hedonic and utilitarian dimensions of customer value impact customer engagement across distinct consumer markets. Based on the computer-assisted web interviews with 1,559 consumers in the age of 15-64, descriptive statistics and structural equation modelling are used in this study. Consumers of three distinct product categories such as clothing, beer, and mobile phones are interviewed. Drawing on the behavioral interpretation of customer engagement and means-ends models of customer value, this paper reveals the crucial impact of hedonic and utilitarian values on customer engagement manifested in three forms such as customers' communication, customer complaints and customer collaboration, offering the holistic perspective on multi-faced nature of customer engagement. The research also uncovers some disparities in the strength of the hedonic and utilitarian drivers of customer engagement across markets. Thus, the current study contributes to the better understanding of the customer-based factors affecting customer engagement and offers managerial implications on designing the effective sets of incentives for mobilizing customer engagement.

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Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

Cited by 219 publications

References 92 publications

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

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

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

Hedonic and Utilitarian Drivers of Customer Engagement

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