Turning Customers into Citizens: The Impact of Online Experiential Value on Customer Citizenship Behaviour

Abstract

This research aims to understand customer motivations to display customer citizenship behaviour in the emerging market setting of Egypt. It develops and empirically tests the multidimensional perspective of online experiential value (grounded in the theory of consumption value) and customer citizenship behaviour to determine customer motivations to become company citizens on social media brand pages. Using an online self-administered survey, 294 responses were collected. Data were analyzed using structural equation modelling to achieve the research objectives. Findings confirm there is a positive and significant relationship between online experiential value and customer citizenship behaviour on social media brand pages. This research contributes to the literature by providing an understanding of how to employ the online experiential value dimensions to drive customer citizenship behaviour. The findings of this research will help marketers build effective social media marketing strategies where they provide customers with the five essential components of online experiential value necessary to establish customer citizenship behaviour.