Weitere Kapitel dieses Buchs durch Wischen aufrufen
Social networking sites (SNS) have become an ideal tool to develop customer engagement (CE) with brands, leading companies to invest increasingly on virtual communities and CE, using the number of likes and comments as a proxy to measure it. Yet, organizations do not fully understand whether members are really engaged with and loyal to the brand. Moreover, previous studies are not clear on the motivations underlying CE behaviours and on its role in shaping brand loyalty. As such, the aim of this research is to understand what drives customers to engage with SNS brand communities, to relate it with different CE behaviours and to study its impact on brand loyalty. The study concludes that the drivers for passive (lurking) and active (posting) behaviours differ and that these were, mainly and respectively, information and economic motivations. Moreover, Facebook users tend to exhibit more lurking than posting behaviours, with the latter contributing more to brand loyalty than the former. Theoretically, this study contributes to bridge a gap in the literature, since research on CE, its drivers and outcomes is still lacking and is largely conceptual. Managerially, this study presents insights to brands holding virtual communities, helping them to define customer-oriented strategies.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social-and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531–546. CrossRef
Baldus, B., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. CrossRef
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. CrossRef
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory & Practice, 17(1), 63–74. CrossRef
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. CrossRef
Calder, B., Malthouse, E., & Maslowska, E. (2016). Brand marketing, big data and social innovation as future research directions for engagement. Journal of Marketing Management, 32(5/6), 579–585. CrossRef
Chan, T. K., Zheng, X., Cheung, C. M., Lee, M. K., & Lee, Z. W. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. CrossRef
de Vermain, M., Cauberghe, V., & Hudders, L. (2016). Why are people interacting with brands on Facebook brand pages. In Proceedings of the 45th European Marketing Academy (EMAC) Conference, 24–27 May, Oslo (Norway).
Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5/6), 375–399.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. CrossRef
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. CrossRef
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. CrossRef
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. CrossRef
Hair, J., Black, W., Babin, B., & Anderson, R. (2014). Multivariate data analysis. London, England: Pearson Education.
Hollebeek, L. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. CrossRef
Hollebeek, L., Glynn, M., & Brodie, R. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28, 149–165. CrossRef
Hollebeek, L. D., Juric, B., & Tang, W. (2017). Virtual brand community engagement practices: a refined typology and model. Journal of Services Marketing, 31(3), 204–217. CrossRef
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. CrossRef
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361. CrossRef
Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164–181. CrossRef
Malthouse, E., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280. CrossRef
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. CrossRef
Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behavior, 51, 429–439. CrossRef
Muntinga, D., Moorman, M., & Smit, E. (2011). Introducing COBRAs Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. CrossRef
Nunnaly, J. (1978). Psychometric theory. New York: McGraw-Hill.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115–122. CrossRef
Royo-Vela, M., & Casamassima, P. (2011). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and word-of-mouth advertising: The ZARA case. Online Information Review, 35(4), 517–542. CrossRef
Shang, R. A., Chen, Y. C., & Liao, H. J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398–418. CrossRef
Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25. CrossRef
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand-related social media content. Journal of Advertising Research, 56(1), 64–80. CrossRef
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78. CrossRef
Tsai, W., & Men, L. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87. CrossRef
Tsiotsou, R. H. (2015). The role of social and parasocial relationships on social networking sites loyalty. Computers in Human Behavior, 48, 401–414. CrossRef
van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer engagement behaviour: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. CrossRef
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory & Practice, 20(2), 122–146. CrossRef
Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. CrossRef
- Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty