The Consequences of Consumer Engagement in Social Networking Sites

Abubakar LUJJAA, (Anadolu University)
F. Zeynep ÖZATA (Anadolu University)
İşletme ve Ekonomi Araştırmaları Dergisi
1 1
Yıl: 2017 Cilt: 8 Sayı: 2 Sayfa Aralığı: 275 - 291 Metin Dili: İngilizce İndeks Tarihi: 29-07-2022

The Consequences of Consumer Engagement in Social Networking Sites

Öz:
Consumer Engagement is increasingly becoming one of the important issues in the competitive business environment and with its unique features and structure, Social Networking Sites offer an upper advantage to build consumer brand relationships and instant consumer engagement. This study set out to determine the consequences of consumer engagement in social networking sites. Consumer engagement was viewed as a multi-dimensional concept comprising behavioral, cognitive and emotional dimensions and as such the hypotheses were aimed at determining how each of the three dimensions of consumer engagement affect the individual consequences of consumer engagement such as brand loyalty, satisfaction, commitment and trust. The study used a quantitative research design. It used a questionnaire survey to collect data from university students. Facebook is chosen as a case for this study. 400 questionnaires were collected and the analyses were conducted with the 387 valid questionnaire. The results suggest that emotional and behavioral engagement dimensions were significant predictors for brand loyalty; emotional engagement for satisfaction, cognitive and behavioral engagement for commitment, while behavioral and emotional engagement dimensions were found to be significant predictors for trust.
Anahtar Kelime:

Konular: Tarih
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Algesheimer, R., Dholakia, U.M., & Herrmann, A. (2005). The social influence of brand communities: Evidence from European Car Clubs. Journal of Marketing, 59(3),19-34.
  • Berthon, P., Pitt, L.F., & Campell, C. (2008). When customers create the ad. California Management Review, 50(4),6-30.
  • Brodie, R.J., & Hollebeek, L.D. (2011). Advancing and consolidating knowledge about customer engagement. Journal of Service Research, 14(3),283-4.
  • Brodie, R.J., Hollebeek, L.D., Biljana, J., & Ilic, A. (2011a). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research, Journal of Service Research, 14(3),252-71.
  • Brodie, R.J., Ilic, A., Biljana, J., & Hollebeek, L. (2011b). Consumer &: An exploratory analysis. Journal of Business Research, 66(2013), 105-114.
  • Bowden, J. L., (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1),63-74.
  • Boyd, D., & Ellison, N. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1),210-30.
  • Casaló, L., Flavián, C., & Guinalíu M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6),775 - 792; Retrieved January 10 2016, from http://dx.doi.org/10.1108/14684520710841766
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2),81-93.
  • Cheung, C., Lee, M., & Jin, X.-L. (2011). Customer engagement in an online social platform: Conceptual model and scale development. Thirty Second International Conference on Information Systems. Shanghai: Online Communities and Digital Collaborations.
  • Constantinides, E., & Fountain S., (2007). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3),231-244.
  • Ellison, N.B., Charles, S., & Lampe, C. (2007). The benefits of Facebook 'friends': Social capital and college students' use of online social network sites, Journal of Computer-Mediated Communication, 12(11),43-68.
  • Ellison, N., Heino, R., & Gibbs, J. (2006). Impressions online: self-presentation processes in the online dating environment. Journal of Computer-Mediated Communication, 11(2), 2.
  • Facebook (2012b). Best Practice Guide: Marketing on Facebook, Retrieved November 15, 2015, from http://www.ads.ak.facebook.com/ads/FacebookAds/Best_Practice_Guide_042811_10.pdf
  • Fornell, C. (1992). A national satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
  • Forrester Consulting (2008). How engaged are your customers?: Retrieved May 12, 2016, from www.adobe.com/engagement/pdfs/Forrester_TLP_How_Engaged_Are_Your_Customers.pdf.
  • Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
  • Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 29(1),7-13.
  • Gummerus, J., Liljander, V., Weman, E., & Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35,857-877.
  • Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities. International Journal of Information Management, 34(2),123- 132.
  • Habibi, M.R, Laroche, M., & Richard. M. O, (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior 37 (2014),152-161.
  • Hollebeek, L. D., (2011). Demystifying customer engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8),785-807.
  • Jacoby, J., & Chestnut, R. (1978). Brand loyalty measurement and management, New York: Wiley. Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.
  • Kirby, J., & Marsden, P. (2005). Connected marketing: the viral, buzz and word of mouth revolution, Oxford, Taylor and Francis.
  • Laroche, M., Habibi, M. R., & Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33, 76- 82.
  • Laroche, M., Habibi, M.R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty, Computers in Human Behavior, 28, 755-1767.
  • Lynch, J., & Ariely, D. (2000). Wine online: Search costs affect competition on price quality and distribution. Marketing Science, 19(1), 83-103.
  • Madupu, V., & Cooley, D.O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9 (2),127-147.
  • Marsden, P. (2010a). Social commerce: Monetizing social media, syzygy group. http://www.syzygy.net Malciute, J. (2012). Customer brand engagement on online social media platforms- a conceptual model and empirical analysis. Master Thesis, Aarhus University.
  • McAlexander, J.H., Schouten, J.W., & Koening, H.F. (2002). Building brand community. Journal of Marketing, 66(1),38- 54.
  • McEwen, W. (2004). Why satisfaction isn't satisfying. Gallup Management Journal Online, Retrieved January 20, 2016, from http://gmj.gallup.com/content/14023/Why-Satisfaction-Isnt-Satisfying.aspx.
  • Moorman, C., Desphande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
  • Muniz Jr., A. M., & O'Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4),412-432
  • Patterson, P., Yu, T., & Ruyter, K.d. (2006). Understanding customer engagement in services. Proceedings of the Australian and New Zealand Marketing Academy Conference: Advancing Theory, Maintaining Relevance, Brisbane.
  • Salanova, M., Agut, S., & Peiro, J.M.a. (2005). Linking organizational resources and work engagement to employee performance and customer loyalty: the mediation of service climate. Journal of Applied Psychology, 90(6),1217- 1227.
  • Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
  • Schaufeli, W., Salanova M, Vincente G-R, & Arnold B., (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3 (1), 71-92.
  • Schouten, J.W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61.
  • Singh, T., & Cullinane, J. (2010). Social networks and marketing: Potential and pitfalls. International Journal of Electronic Marketing and Retailing, 3(3), 202-220.
  • Van Doorn J, Lemon Katherin, N., Mittal, V., Nass S, Pick, D, Pirner, P, & Verhoef, P.C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  • Verhoef, P.C., Reinartz, W.J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management, Journal of Service Research (13), 247.
  • Vivek, S. D. (2009). A Scale of consumer engagement.Doctorate Thesis, The University of Alabama.
  • Vivek, S. D., Sharon E. B., & Mogan, M.R. (2012). Customer engagement: exploring customer relationships beyond
  • purchase. Journal of Marketing Theory and Practice, 20 (2), 127-149. Wirtz, B.W., Piehler, R., & Ullrich, S. (2013). Determinants of social media website attractiveness. Journal of Electronic Commerce Research, 14(1),11-33.
  • Wirtz, J., Anouk den A., Josée B., Csilla H., B. Ramaseshan, Joris van de K., Zeynep G.C., & Jay K. (2013). Managing Brands and customer engagement in online brand communities. Journal of Service Management, 24(3),223-244.
  • Xevelonakis, E. (2012). The impact of social network-based segmentation on customer loyalty in the telecommunication industry. Database Marketing and Customer Strategy Management, 19(2),98-106.
APA LUJJAA A, ÖZATA F (2017). The Consequences of Consumer Engagement in Social Networking Sites. , 275 - 291.
Chicago LUJJAA Abubakar,ÖZATA F. Zeynep The Consequences of Consumer Engagement in Social Networking Sites. (2017): 275 - 291.
MLA LUJJAA Abubakar,ÖZATA F. Zeynep The Consequences of Consumer Engagement in Social Networking Sites. , 2017, ss.275 - 291.
AMA LUJJAA A,ÖZATA F The Consequences of Consumer Engagement in Social Networking Sites. . 2017; 275 - 291.
Vancouver LUJJAA A,ÖZATA F The Consequences of Consumer Engagement in Social Networking Sites. . 2017; 275 - 291.
IEEE LUJJAA A,ÖZATA F "The Consequences of Consumer Engagement in Social Networking Sites." , ss.275 - 291, 2017.
ISNAD LUJJAA, Abubakar - ÖZATA, F. Zeynep. "The Consequences of Consumer Engagement in Social Networking Sites". (2017), 275-291.
APA LUJJAA A, ÖZATA F (2017). The Consequences of Consumer Engagement in Social Networking Sites. İşletme ve Ekonomi Araştırmaları Dergisi, 8(2), 275 - 291.
Chicago LUJJAA Abubakar,ÖZATA F. Zeynep The Consequences of Consumer Engagement in Social Networking Sites. İşletme ve Ekonomi Araştırmaları Dergisi 8, no.2 (2017): 275 - 291.
MLA LUJJAA Abubakar,ÖZATA F. Zeynep The Consequences of Consumer Engagement in Social Networking Sites. İşletme ve Ekonomi Araştırmaları Dergisi, vol.8, no.2, 2017, ss.275 - 291.
AMA LUJJAA A,ÖZATA F The Consequences of Consumer Engagement in Social Networking Sites. İşletme ve Ekonomi Araştırmaları Dergisi. 2017; 8(2): 275 - 291.
Vancouver LUJJAA A,ÖZATA F The Consequences of Consumer Engagement in Social Networking Sites. İşletme ve Ekonomi Araştırmaları Dergisi. 2017; 8(2): 275 - 291.
IEEE LUJJAA A,ÖZATA F "The Consequences of Consumer Engagement in Social Networking Sites." İşletme ve Ekonomi Araştırmaları Dergisi, 8, ss.275 - 291, 2017.
ISNAD LUJJAA, Abubakar - ÖZATA, F. Zeynep. "The Consequences of Consumer Engagement in Social Networking Sites". İşletme ve Ekonomi Araştırmaları Dergisi 8/2 (2017), 275-291.
Sayfa Oluşturulma Tarihi
23-04-2024 2:43

İLETİŞİM

TÜBİTAK ULAKBİM TR Dizin

Yüzüncüyıl, İşçi Blokları Mahallesi

Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

TÜBİTAK ULAKBİM Ulusal Akademik Ağ ve Bilgi Merkezi Cahit Arf Bilgi Merkezi © Tüm Hakları Saklıdır. Gizlilik Politikası Kullanım Şartları