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Achieving customer engagement with social media: A qualitative comparative analysis approach

Author

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  • Gligor, David
  • Bozkurt, Siddik
  • Russo, Ivan

Abstract

Past research has examined some possible customer engagement antecedents. However, extant studies investigated the impact of these factors on customer engagement in isolation from one another. That is, extant research offers little insights on whether one, all, or combinations of these factors need to be present to positively impact customer engagement. We conduct two studies and employ Qualitative Comparative Analysis (QCA) to address the limitations described above and explore what factors must be concomitantly present to achieve a high level of customer engagement. Shedding light on this question can help managers determine how to allocate limited resources to achieve customer engagement.

Suggested Citation

  • Gligor, David & Bozkurt, Siddik & Russo, Ivan, 2019. "Achieving customer engagement with social media: A qualitative comparative analysis approach," Journal of Business Research, Elsevier, vol. 101(C), pages 59-69.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:59-69
    DOI: 10.1016/j.jbusres.2019.04.006
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    Citations

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    Cited by:

    1. Rãzvan-Andrei CORBO? & Ovidiu-Iulian BUNEA & Ruxandra-Irina POPESCU & Andreea-Ileana ZAMFIR, 2019. "Social Media As A Component Of The Value Chain To Gain Competitive Advantage In Sales," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 702-710, November.
    2. Scarpi, Daniele & Confente, Ilenia & Russo, Ivan, 2022. "The impact of tourism on residents' intention to stay. A qualitative comparative analysis," Annals of Tourism Research, Elsevier, vol. 97(C).
    3. David Gligor & Siddik Bozkurt & Emma Welch, 2023. "Building theoretical sand castles: the case of customer brand engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 297-316, September.
    4. Ardeshir Bazrkar & Mohammad Hajimohammadi & Erfan Aramoon & Vahid Aramoon, 2021. "Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 41-58.
    5. Ryu, Sann & Park, JungKun, 2020. "The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Gligor, David & Russo, Ivan & Maloni, Michael J., 2022. "Understanding gender differences in logistics innovation: A complexity theory perspective," International Journal of Production Economics, Elsevier, vol. 246(C).
    7. Gligor, David & Bozkurt, Siddik, 2020. "FsQCA versus regression: The context of customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    9. Che, Feng & Zhou, Yalin & Liu, Yipeng, 2022. "Social Quality, Knowledge Hiding, and Community Capacity: A Study on Multi-Ethnic Communities in Chinese Cities," Journal of Business Research, Elsevier, vol. 144(C), pages 1024-1038.
    10. Bozkurt, Sıddık & Gligor, David, 2021. "Distinguishing between the impact of social media public and private compliments on customers’ future service recovery expectations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Nichole Gligor & David Gligor, 2021. "A roadmap to understanding restrictive immigration policy outcomes," Social Science Quarterly, Southwestern Social Science Association, vol. 102(4), pages 1830-1847, July.
    12. F. Francesca de Canio & G. Viglia & C. Lombart, 2024. "Package-free products: How to improve pro-environmental buying behaviors among consumers," Post-Print hal-04315034, HAL.
    13. Yuan, Ruizhi & Chen, Yanyan & Mandler, Timo, 2024. "It takes two to tango: The role of interactivity in enhancing customer engagement on sharing economy platforms," Journal of Business Research, Elsevier, vol. 178(C).
    14. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    15. Sıddık Bozkurt & David Gligor & Nichole Gligor, 2022. "Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 408-424, December.
    16. Sıddık Bozkurt & David Gligor & Serhat Ozer & Serap Sarp & Rajesh Srivastava, 2024. "The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 523-536, September.
    17. De Canio, Francesca & Viglia, Giampaolo & Lombart, Cindy, 2024. "Package-free products: How to improve pro-environmental buying behaviors among consumers," Technological Forecasting and Social Change, Elsevier, vol. 198(C).

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