IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v121y2020icp567-577.html
   My bibliography  Save this article

A dynamic framework for managing customer engagement on social media

Author

Listed:
  • Shawky, Sara
  • Kubacki, Krzysztof
  • Dietrich, Timo
  • Weaven, Scott

Abstract

Social media have become pervasive communication tools, creating connections and opportunities for customer engagement. They have redefined simple dyadic interactions between customers and marketers, transforming them into more complex interactions between multiple groups of actors, including customers, organisations, stakeholders, and non-customers. In recognition of the remodelling of customer engagement, scholars have called for additional research addressing the role of engagement in multi-actor ecosystems. Our study seeks to address this gap by advancing the understanding of the process of customer engagement on social media and proposing an empirically grounded framework with appropriate measures to assess customer engagement. Thirty-two interviews were conducted to explore the process of establishing and maintaining customer engagement on social media from the perspectives of social media marketing practitioners and users. This study proposes a dynamic framework addressing four distinct levels of customer engagement on social media, in addition to identifying appropriate measurements for each level.

Suggested Citation

  • Shawky, Sara & Kubacki, Krzysztof & Dietrich, Timo & Weaven, Scott, 2020. "A dynamic framework for managing customer engagement on social media," Journal of Business Research, Elsevier, vol. 121(C), pages 567-577.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:567-577
    DOI: 10.1016/j.jbusres.2020.03.030
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632030196X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.03.030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bianchi, Constanza & Andrews, Lynda, 2015. "Investigating marketing managers' perspectives on social media in Chile," Journal of Business Research, Elsevier, vol. 68(12), pages 2552-2559.
    2. Hajli, Nick & Shanmugam, Mohana & Papagiannidis, Savvas & Zahay, Debra & Richard, Marie-Odile, 2017. "Branding co-creation with members of online brand communities," Journal of Business Research, Elsevier, vol. 70(C), pages 136-144.
    3. Grover, Purva & Kar, Arpan Kumar & Dwivedi, Yogesh K. & Janssen, Marijn, 2019. "Polarization and acculturation in US Election 2016 outcomes – Can twitter analytics predict changes in voting preferences," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 438-460.
    4. Storbacka, Kaj & Brodie, Roderick J. & Böhmann, Tilo & Maglio, Paul P. & Nenonen, Suvi, 2016. "Actor engagement as a microfoundation for value co-creation," Journal of Business Research, Elsevier, vol. 69(8), pages 3008-3017.
    5. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    6. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    7. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    8. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    9. Mariz Tadros, 2015. "Contentious and Prefigurative Politics: Vigilante Groups’ Struggle against Sexual Violence in Egypt (2011–2013)," Development and Change, International Institute of Social Studies, vol. 46(6), pages 1345-1368, November.
    10. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    11. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    12. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    13. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    2. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    3. Cambra-Fierro, Jesús & Fuentes-Blasco, María & Gao, Lily Xuehui & Melero-Polo, Iguácel & Trifu, Andreea, 2022. "The influence of communication in destination imagery during COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Tseng, Hsiao-Ting & Ibrahim, Fahad & Hajli, Nick & Nisar, Tahir M. & Shabbir, Haseeb, 2022. "Effect of privacy concerns and engagement on social support behaviour in online health community platforms," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    5. Ancín, María & Pindado, Emilio & Sánchez, Mercedes, 2022. "New trends in the global digital transformation process of the agri-food sector: An exploratory study based on Twitter," Agricultural Systems, Elsevier, vol. 203(C).
    6. Newlands, Gemma & Lutz, Christoph, 2024. "Mapping the prestige and social value of occupations in the digital economy," Journal of Business Research, Elsevier, vol. 180(C).
    7. Xiaolie Qi & Swee Kuik, 2022. "Effect of Word-of-Mouth Communication and Consumers’ Purchase Decisions for Remanufactured Products: An Exploratory Study," Sustainability, MDPI, vol. 14(10), pages 1-13, May.
    8. Liu, Zhenyuan & Han, Shuihua & Li, Chao & Gupta, Shivam & Sivarajah, Uthayasankar, 2022. "Leveraging customer engagement to improve the operational efficiency of social commerce start-ups," Journal of Business Research, Elsevier, vol. 140(C), pages 572-582.
    9. Murooj Yousef & Timo Dietrich & Sharyn Rundle-Thiele, 2021. "Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media," IJERPH, MDPI, vol. 18(11), pages 1-19, June.
    10. Shafig Al-Haddad & Abdel-Aziz Ahmad Sharabati & Mohammad Al-Khasawneh & Rand Maraqa & Raya Hashem, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    11. Kathy-Ann Fletcher & Ayantunji Gbadamosi, 2024. "Examining social media live stream’s influence on the consumer decision-making: a thematic analysis," Electronic Commerce Research, Springer, vol. 24(3), pages 2175-2205, September.
    12. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    13. Han Xu & Jon C. Lovett & Rob Law, 2022. "Understanding Destination Value Co-Creation on Social Media: An Application of Travel Blog Analysis," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-16, June.
    14. Anne Corcos & Levana Hodara, 2023. "How social media are collecting more of users’ data: a behavioral model of platform retention strategies," SN Business & Economics, Springer, vol. 3(7), pages 1-18, July.
    15. Ah-Min Kwon & Young Namkung, 2022. "The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry," Sustainability, MDPI, vol. 14(9), pages 1-15, April.
    16. Paweł Bryła & Shuvam Chatterjee & Beata Ciabiada-Bryła, 2022. "The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-16, December.
    17. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Liébana-Cabanillas, Francisco, 2021. "Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    2. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    3. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Fujita, Momoko & Harrigan, Paul & Soutar, Geoffrey N. & Kumar Roy, Sanjit & Roy, Rajat, 2020. "Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions," Journal of Business Research, Elsevier, vol. 121(C), pages 642-654.
    5. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    6. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    7. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    8. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    9. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    10. Morgan-Thomas, Anna & Dessart, Laurence & Veloutsou, Cleopatra, 2020. "Digital ecosystem and consumer engagement: A socio-technical perspective," Journal of Business Research, Elsevier, vol. 121(C), pages 713-723.
    11. Liu, Xia & Shin, Hyunju & Burns, Alvin C., 2021. "Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing," Journal of Business Research, Elsevier, vol. 125(C), pages 815-826.
    12. 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.
    13. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    14. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    15. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.
    16. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    17. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    18. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Luyi Qiu & Aro I & Timothy J. Lee & Jinok Susanna Kim, 2021. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    20. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:567-577. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.