Scale Development and Validation for Measuring Online Engagement

Paruthi, Mandakini; Kaur, Harsandaldeep

doi:10.1080/15332861.2017.1299497

Cited by 44 publications

(32 citation statements)

References 56 publications

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“…As the technology evolved, consumers increasingly gained access to digital and social media platforms as a means of expressing opinions and interacting with companies. Many firms shifted promotional resources from traditional media and began using digital platforms to directly interact with customers (Paruthi and Kaur 2017). For example, Coca-Cola, Starbucks, Dove, Microsoft, Dell, and Nike began using social media as a primary marketing tool (Baldus et al 2015;Paruthi and Kaur 2017).…”

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

“…Many firms shifted promotional resources from traditional media and began using digital platforms to directly interact with customers (Paruthi and Kaur 2017). For example, Coca-Cola, Starbucks, Dove, Microsoft, Dell, and Nike began using social media as a primary marketing tool (Baldus et al 2015;Paruthi and Kaur 2017). Consequently, in the early 2000s, the relationship marketing literature began studying customer engagement (Kumar 2013).…”

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

“…Early customer engagement investigations and conceptualizations could not address recent technological innovations that continue to open new possibilities for customer-firm interaction (Paruthi and Kaur 2017). However, over the past two decades, as digital platforms evolved, firms' marketing strategies led to investments aimed at building unique brand experiences through interactive multimedia environments (Paruthi and Kaur 2017). Marketing managers started to use social media to identify highly engaged customers for specialized marketing efforts (Kumar et al 2010) and to ensure that they remain emotionally, profitably, and sustainably connected (Paruthi and Kaur 2017).…”

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

See 3 more Smart Citations

Customer engagement in social media: a framework and meta-analysis

Santini

Ladeira

Pinto

et al. 2020

J. of the Acad. Mark. Sci.

266

151

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This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, wordof-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.

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Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

Section: Development Of the Customer Engagement Fieldmentioning

confidence: 99%

See 2 more Smart Citations

Customer engagement in social media: a framework and meta-analysis

Santini

Ladeira

Pinto

et al. 2020

J. of the Acad. Mark. Sci.

266

151

View full text Add to dashboard Cite

show abstract

“…Seiring perkembangan teknologi, konsumen semakin memperoleh keuntungan akses ke platform media digital dan media sosial sebagai sarana mengungkapkan pendapat dan berinteraksi dengan perusahaan. Banyak perusahaan mengalihkan sumber daya promosi dari media tradisional dan mulai menggunakan platform digital untuk berinteraksi langsung pelanggan (Paruthi & Kaur, 2017).…”

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Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

Sijabat

2021

SLJIL

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Penelitian ini bertujuan untuk menguji analisis keputusan pembelian berbasis Brand Awareness sebagai dampak pada Google Ads dan iklan Facebook. Penelitian dilakukan terhadap 97 responden yang merupakan pelanggan Lazada. Hasil penelitian ini menunjukkan: 1). Variabel Google Ads (X1) dengan brand awareness (Y1) terbukti memiliki efek dan efek yang signifikan terhadap brand awareness, dengan parameter koefisien 0,5081 (P Value <0,05) sebesar 0,0000. Hal ini menunjukkan bahwa variabel Google Ads memiliki efek signifikan pada variabel brand awareness (Y1). 2). Variabel iklan Facebook (X2) dengan brand awareness (Y1) terbukti berpengaruh dan signifikan terhadap brand awareness dengan parameter koefisien 0,3447 dan P Value < 0,05 dari 0,0000. Ini menunjukkan bahwa variabel Iklan Facebook mempengaruhi variabel brand awareness (Y1). 3). Variabel Google Ads (X1) dengan keputusan pembelian (Y2) terbukti memiliki efek signifikan pada keputusan pembelian dengan parameter koefisien 0,2385 dan nilai P<0,05 sebesar 0,0009. Ini menunjukkan bahwa variabel Google Ads mempengaruhi variabel keputusan pembelian (Y2). 4). Variabel iklan Facebook (X2) dengan keputusan pembelian (Y2) terbukti memiliki efek dan efek yang signifikan pada keputusan pembelian yaitu dengan parameter koefisien 0,2761 dan P Value<0,05 dari 0,0020. Ini menunjukkan bahwa variabel iklan Facebook mempengaruhi variabel keputusan pembelian (Y2). 5). Variable brand awareness (Y1) dengan keputusan untuk membeli (Y2) terbukti berpengaruh dan signifikan terhadap keputusan pembelian dengan parameter koefisien 0,4497 dan nilai P < 0,05 dari 0,0000. Ini menunjukkan bahwa variabel Brand Awareness terbukti memiliki efek pada variabel keputusan pembelian (Y2).

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The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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In the recent years, consumers are increasingly engaging in dynamic interactions with their preferred brands through online brand communities. Although Facebook has been commonly used as the social media platform for online brand communities, less is known with respect to the success factors for these brand communities. This study examines the nature of peer‐initiated brand communities by proposing and testing a conceptual framework that encompasses brand community identity, brand community engagement, brand love, and brand loyalty. The study investigates the dimensions of brand community identity and engagement, namely the affective and cognitive dimensions, and the moderating effect of brand community involvement. A total of 205 respondents were recruited via the Facebook social media platform of a peer‐initiated brand community. The results show that brand community identity affects brand community engagement for both affective and cognitive dimensions, with cognitive engagement predicting brand love. The moderating role of brand community involvement and the positive relationship between brand love and loyalty are confirmed. The findings contribute to knowledge and practice by highlighting the factors that can strengthen a brand's social media presence and consumer‐brand relationships.

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Scale Development and Validation for Measuring Online Engagement

Cited by 44 publications

References 56 publications

Customer engagement in social media: a framework and meta-analysis

Customer engagement in social media: a framework and meta-analysis

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

The nature of peer‐initiated brand communities on social media platforms

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