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Consumer Engagement and Firm Engagement on Social Media

Consumer Engagement and Firm Engagement on Social Media

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Purpose: In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent litera...

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... Additionally, social media provides an ecosystem for online communities to flourish (Dessart, 2017) and has transformed consumers from being passive to active participants who share valuable information with brands, resulting in value co-creation (Dolan, Conduit, Fahy, & Goodman, 2016). It may also be argued that value co-creation is facilitated more easily in the online environment (Barger, Peltier, & Schultz, 2016;Schivinski, Christodoulides, & Dabrowski, 2016). ...
Article
Consumer brand engagement (CBE) has attracted significant attention amongst academics and practitioners; yet, myriad conceptualizations and operationalizations exist. This research conceptualizes Service-Dominant Logic-informed CBE as a consumer’s psychological state and behavioral manifestations that occur through the process of value co-creation, involving resource integration and service exchanges in consumer-brand interactive service systems. This research develops and validates two CBE scales specifically for product and service brand contexts. The CBE scale refinement process resulted in a 29-item scale in product (smartphone) context that comprises of two dimensions: affection and reasoned behavior, and a 20-item scale in service (social media) context, which consist of four dimensions: affection, identification, absorption and social connection. The two refined scales demonstrate good psychometric properties. This research’s findings offer managers and scholars insight on how consumers engage and experience services and products. This study provides an overview of theoretical and managerial implications.
... The impact of CE has been investigated in various contexts and experiential settings such as apparel retail (Islam & Rahman, 2016), B2B marketing. (Pansari & Kumar, 2017), virtual brands (Barger et al., 2016;Islam et al., 2018), hospitality (Ahn & Back, 2018), live streaming marketing (Clement Addo et al., 2021). However, substantial advances in CE, such as testable hypotheses, conceptual relationships, and frameworks in tourist destination contexts, are scarce (Chathoth et al., 2016;So et al., 2020;Taheri et al., 2014). ...
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Purpose – This study identifies antecedents and consequences of destination brand engagement (DBE) that have redefined the tourists’ behavior during the COVID-19 outbreak. Specifically, it assesses the impact of social media interaction and destination authenticity on DBE and DBE’s effect on tourists’ willingness to pay (WTP). Further, it examines the mediating role of affective attitude and the moderating role of perceived risk between the associations of DBE and WTP. Design/methodology/approach – Survey data were collected from 436 respondents through a structured questionnaire from selected tourism destinations in India. Structural equation modeling (CB-SEM) is employed to empirically examine the formulated hypotheses. Besides, hierarchical second-order confirmatory factor analysis is also deployed to analyze certain constructs as higher-order factors. Findings – Social media interaction and destination authenticity elevate DBE, and DBE enhances affective attitude and WTP. Affective attitude mediates the relationship between DBE and WTP. Hence, the association between tourists’ engagement and spending behavior becomes crucial under elevated affective attitude conditions. Finally, perceived risk during the pandemic dampens the association between DBE and WTP. Practical implications – The findings may provide newer insights to the tourism companies, marketers and policymakers to create targeted strategies to minimize the risk perception and improve engagement levels of the tourists, which can yield economic returns in the long run. Originality/value – Based on the cues from protection motivation theory (PMT), this study develops a DBE framework and identifies the factors affecting its sustenance in the pandemic hit tourism sector. Further, suggesting implications to ensure safety measures in the tourism industry that may assist in establishing economic resilience.
... For instance, Brodie et al. (2013) explained that CE in virtual brand communities involves sharing, co-producing, advocating, socializing, and learning. In contrast, Barger, Peltier, and Schultz (2016) framed CE as reacting, sharing, commenting, and posting. Addressing the continuum of SMEB, Maslowska, Malthouse, and Collinger (2016) classified it from high engagement to lack of engagement i.e., from co-producing, participating to observing. ...
Article
The study is motivated by the lack of comprehension on how lurking and posting engagement are driven by hedonic vs. utilitarian brands in social media-based brand communities (SMBBC). Survey responses of 229 social media customers comprising group 1 for hedonic brands (n126) and group 2 for utilitarian brands (n ¼ 103) were included in a multigroup analysis (MGA). PLS-SEM modeling results indicate that economic and entertainment needs of customers are significantly related to lurking engagement for hedonic brands. In contrast, identification and information needs of customers are significantly related to posting engagement for utilitarian brands. Importantly, lurking engagement appears more significantly related to brand loyalty compared to posting engagement. The study extends several insights on lurking and posting engagement to design brand type-oriented social media marketing strategies. Findings of the study also enrich the Uses and Gratification Theory in the context of lurking and posting engagement.
... Measuring social media users' engagement and reactions provides organisations the capabilities to predict users' loyalty to products, services and activities [19]. It also allows understanding what type of content users are more engaged in [20], which can potentially improve their trust and affinity with the organizations' online presence [21]. ...
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Social media platforms can be used as a tool to expand awareness and the consideration of cultural heritage organizations and their activities in the digital world. These platforms produce daily behavioral analytical data that could be exploited by the administrators of libraries, archives and museums (LAMs) to improve users’ engagement with the provided published content. There are multiple papers regarding social media utilization for improving LAMs’ visibility of their activities on the Web. Nevertheless, there are no prior efforts to support social media analytics to improve users’ engagement with the content that LAMs post to social network platforms. In this paper, we propose a data-driven methodology that is capable of (a) providing a reliable assessment schema regarding LAMs Facebook performance page that involves several variables, (b) examining a more extended set of LAMs social media pages compared to other prior investigations with limited samples as case studies, and (c) understanding which are the administrators’ actions that increase the engagement of users. The results of this study constitute a solid stepping-stone both for practitioners and researchers, as the proposed methods rely on data-driven approaches for expanding the visibility of LAMs services on the Social Web.
... The impact of CE has been investigated in various contexts and experiential settings such as apparel retail (Islam & Rahman, 2016), B2B marketing. (Pansari & Kumar, 2017), virtual brands (Barger et al., 2016;Islam et al., 2018), hospitality (Ahn & Back, 2018), live streaming marketing (Clement Addo et al., 2021). However, substantial advances in CE, such as testable hypotheses, conceptual relationships, and frameworks in tourist destination contexts, are scarce (Chathoth et al., 2016;So et al., 2020;Taheri et al., 2014). ...
Article
Tourist-based destination engagement (TBDE) has emerged as a strategically significant concept to endure the destination-tourist relationship; however, identifying its related constructs is still nascent. We develop an integrative model for TBDE by identifying destination experience, destination attachment, and destination authenticity as antecedents of TBDE and destination advocacy as its consequence. We also propose a new association by investigating the direct and indirect relationship of TBDE on destination advocacy through destination satisfaction. Finally, findings were discussed conforming to transformative learning theory by relating it to TBDE and its modeled constructs. The results reveal a positive influence of all the identified drivers on TBDE and TBDE’s positive impact on destination advocacy. Moreover, destination satisfaction emerges as a mediator by supporting the positive indirect relationship between TBDE and destination advocacy. Implications for theory and practice are suggested for the tourism industry, which the tourism organizations may utilize to foster TBDE and sustain the tourist destination relationships.
... Esta dinámica le ha dado mayor relevancia al Customer engagement (compromiso del cliente, en adelante CC) tanto en la comunidad académica como profesional (Pansari y Kumar, 2017), y ha generado un incremento en los estudios sobre el tema. Así mismo, se han realizado diferentes revisiones de literatura de este concepto en diferentes contextos; por ejemplo, en el comercio electrónico (Busalim, Hussin y Yusof, 2017; Hussin y Iahad, 2019) y en el social media (de Oliveira-Santini et al. 2020;Barger, Peltier y Schultz, 2016). También, se han investigado motivadores, facilitadores y barreras para el CC (Parrish, Heptonstall, Gross y Sovacool, 2020), y este se ha vinculado con el compromiso del empleado (Chandni y Rahman, 2020). ...
Article
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El compromiso del cliente es uno de los temas que más despierta el interés de los profesionales y académicos del marketing en la actualidad. Por tanto, este artículo pretende contribuir al conocimiento general sobre este tema al realizar un mapeo de la investigación científica de esta área de conocimiento. Para ello, se realizó un análisis bibliométrico y de redes, utilizando como fuente los registros en las bases de datos Scopus y Web of Science. Las principales conclusiones muestran que, a pesar de ser una temática reciente, el estudio sobre el compromiso del cliente ha prosperado de forma importante. También, se identificaron cuatro principales líneas o corrientes de trabajo en las que se concentra el interés de los investigadores en este tema. Por último, se presentan las contribuciones, limitaciones y la agenda para futuros estudios.
... The topics discussed in this cluster between 2012 and 2016 include the effects of social media on customer engagement (Barger et al., 2016), interactive and digital marketing (Stone and Woodcock, 2014), omnichannel marketing (Cummins et al., 2016), and e-mail marketing (Hartemo, 2016). Different strategies of marketing were studied with a focus on their effects on customer attitudes and engagement. ...
Article
Abstract Purpose – This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM’s growth in publication and citation, and an exploration of the journal’s major themes and methodologies employed. Design/Methodology/Approach – This study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM. Findings – This study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal’s contributing authors tend to employ empirical and quantitative methodologies. Originality – This is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM. Keywords Journal of Research in Interactive Marketing, Bibliometric analysis, Bibliographic coupling, Co-authorship network analysis, Performance analysis, Interactive marketing
... For instance, the usage of videos, photos, games and contests (Cheung et al., 2019) could be tools that often boost entertainment construct. Previous research asserts the importance of this activity over social media platform to enhance consumer-brand relationship, brand awareness, brand knowledge, brand image, brand equity and purchase intention (Algharabat, 2017;Barger et al., 2016;Kim & Ko, 2012;Plume & Slade, 2018;Seo & Park, 2018). Thus, entertainment is a significant element, which drives users to adopt different social media platforms (Muntinga et al., 2011;Park et al., 2009). ...
... For example, Schultz and Peltier (2013) articulate the ability of social media platforms to enhance consumer-brand interaction, and hence to increase consumer brand engagement. At the same context, Barger et al. (2016) posit the significant association between the content that social media, which provides to consumers via their posts and their engagement with the brand community. Swani et al. (2013) explained the positive associations between consumers' affective posts, on social media platforms, which reflects their feelings and their engagement. ...
... Therefore, previous research on engagement explains the importance of consumers' interactive experience in building consumerbrand relationship Bento et al., 2018;Habibi et al., 2014;Hollebeek, 2011a). Furthermore, previous literature shows that such an experience often builds by relying on different elements of social media marketing (Algharabat, 2017;Barger et al., 2016;Cheung et al., 2020a, b;De Vries & Carlson, 2014;Simon & Tossan, 2018). ...
Article
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This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.
... In the context of social media, consumer engagement is a function of consumers' perception of how artful, creative, and sensory pleasing a branded content is (Barger et al. 2016). De Vries et al. (2012) found that branded content that is aesthetically pleasing to the senses is more likely to generate engagement than dull posts. ...
... Kim et al. (2015) also posited that brand posts with photos result in more likes, comments, and shares. On the other hand, entertaining experiences can also lead to consumer engagement (Barger et al. 2016). In the context of advertising, it is found that an ad that is perceived to be fun, entertaining, amusing, and humorous is related to a positive attitude towards the ad (Taylor et al. 2011) and desire to return to the website (Raney et al. 2003). ...
... Moreover, website interaction gives a sense of selfworth where the consumers feel that the website affirms their social identity. Conceptual research studies also theorise that social bonding (Azar et al. 2016) and social identity expressiveness (Barger et al. 2016) are related to consumer engagement. In the case of utilitarian experience's relationship with engagement, Calder et al. (2009) posited that consumers engage when they get solutions for their information-related problems and utility from the media. ...
Article
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Social media has become a primary medium for brands to engage their customers. Brands are continually looking for ways to provide favourable experiences to engage customers on social media platforms. Despite the prolific research on social media in the marketing context, the consumer experience concept in social media remains underexplored to date. This paper addresses this gap by understanding consumer experience with the social media branded content using theoretical underpinnings of consumer culture theory and presenting a precise conceptualisation of consumer experience with the social media branded content. An accurate understanding of branded content experience will help practitioners enhance consumer engagement with their brands in social media. This study concludes with managerial implications and future research directions related to consumer experience in the social media context.
... Social media platforms, such as Facebook, Twitter, Sina Weibo, and others, are connect-ing customers and driving effective e-word-of-mouth through interpersonal interactions and networking (Alalwan, 2018;Kapoor et al., 2018). In particular, social media allows for effective two-way communication, enabling marketers to deliver highly persuasive green messages, while consumers are able to react to, comment on, and share content with others (Barger et al., 2016). As a result, the focus of research is shifting to the outcomes of green marketers' social media strategies, such as consumers' brand attitudes and purchase intentions (Chan and Lau, 2004;Kim et al., 2014). ...
Article
Using social media effectively to promote green advertising is crucial for building a company's sustainability image. It is important to apply appropriate social media promotion in sustainability context to consider different factors that might be overlooked by researchers and practitioners, including the selection of celebrities in the promotion process and the way information is shared. In this paper, we address the question of how companies can achieve better customer perception regarding brand and celebrity promotion of sustainability in social media. Based on a context of plastic waste reduction propaganda, a scenario-based experiment design was employed to analyze data collected from 330 consumers. According to the results of experiments, marketers have been suggested to ensure the level of congruence between celebrity and product is high, and social media messages should be organic to achieve greater customer perceived altruism toward brands and celebrities. An analysis of structural equation models also indicates that the perceived altruism of celebrity mediates the relationship between perceived altruism of brand and intention to share information from social media. By examining the relationships between customer perceptions toward various actors of social media communication, this study contributes to the literature of marketing advertisement in the sustainability context.