IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v56y2021icp83-95.html
   My bibliography  Save this article

Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?

Author

Listed:
  • Halloran, Timothy J.
  • Lutz, Richard J.

Abstract

Although marketers spend billions of dollars on social media platforms in an effort to make a connection with their customers, few know if their social media activation in the form of Social Network Advertising (SNA) is positively affecting their business. For example, little research exists as to which types of Digital Consumer Engagement (DCE) (if any) are associated with purchase frequency. Advancing a theoretical framework of social media engagement, the authors test the association between various forms of DCE and customer behavior using archived field data. By matching store visit data from 1,066 loyalty program members of a leading national fast casual restaurant with their engagements on the brand's Facebook page, the authors are able to compare the strength of the relationships between various forms of engagement and store visit frequency. Results reveal that some Facebook engagements are significantly associated with increased or decreased store visits while others exhibit no discernible effects. Empirical support is provided for a proposed hierarchy of DCE, with engagements perceived as reflecting strong DCE being more strongly associated with purchase frequency than those with moderate or weak DCE.

Suggested Citation

  • Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.
    • Handle: RePEc:eee:joinma:v:56:y:2021:i:c:p:83-95
    DOI: 10.1016/j.intmar.2021.05.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996821000359
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2021.05.003?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. Rishika Rishika & Ashish Kumar & Ramkumar Janakiraman & Ram Bezawada, 2013. "The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation," Information Systems Research, INFORMS, vol. 24(1), pages 108-127, March.
    2. Bart de Langhe & Philip M. Fernbach & Donald R. Lichtenstein, 2016. "Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 817-833.
    3. Robin J. Tanner & Kurt A. Carlson, 2009. "Unrealistically Optimistic Consumers: A Selective Hypothesis Testing Account for Optimism in Predictions of Future Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 810-822, October.
    4. Ilhan, Behice Ece & Kübler, Raoul V. & Pauwels, Koen H., 2018. "Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 33-51.
    5. Dokyun Lee & Kartik Hosanagar & Harikesh S. Nair, 2018. "Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook," Management Science, INFORMS, vol. 64(11), pages 5105-5131, November.
    6. A. S. C. Ehrenberg, 1959. "The Pattern of Consumer Purchases," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 8(1), pages 26-41, March.
    7. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    8. Rooderkerk, Robert P. & Pauwels, Koen H., 2016. "No Comment?! The Drivers of Reactions to Online Posts in Professional Groups," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 1-15.
    9. Puneet Manchanda & Grant Packard & Adithya Pattabhiramaiah, 2015. "Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community," Marketing Science, INFORMS, vol. 34(3), pages 367-387, May.
    10. Kim, Ho & Hanssens, Dominique M., 2017. "Advertising and Word-of-Mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 57-74.
    11. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    12. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    13. 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.
    14. Anatoli Colicev & Ashwin Malshe & Koen Pauwels, 2018. "Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry," Administrative Sciences, MDPI, vol. 8(3), pages 1-16, September.
    15. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    Full references (including those not matched with items on IDEAS)

    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. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    2. Lu, Qiang Steven & Miller, Rohan, 2019. "How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 87-100.
    3. 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.
    4. Naveen Kumar & Liangfei Qiu & Subodha Kumar, 2018. "Exit, Voice, and Response on Digital Platforms: An Empirical Investigation of Online Management Response Strategies," Information Systems Research, INFORMS, vol. 29(4), pages 849-870, December.
    5. Meire, Matthijs, 2021. "Customer comeback: Empirical insights into the drivers and value of returning customers," Journal of Business Research, Elsevier, vol. 127(C), pages 193-205.
    6. Bertschek, Irene & Kesler, Reinhold, 2022. "Let the user speak: Is feedback on Facebook a source of firms’ innovation?," Information Economics and Policy, Elsevier, vol. 60(C).
    7. Tingting Song & Jinghua Huang & Yong Tan & Yifan Yu, 2019. "Using User- and Marketer-Generated Content for Box Office Revenue Prediction: Differences Between Microblogging and Third-Party Platforms," Service Science, INFORMS, vol. 30(1), pages 191-203, March.
    8. Lijuan Bai & Xiangbin Yan, 2023. "Impact of social media capability on firm performance: new evidence from China," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 118-136, February.
    9. Hajer Kefi & Sitesh Indra & Talel Abdessalem, 2016. "Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector," Post-Print hal-01456580, HAL.
    10. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    11. Abouk, Rahi & Jalali, Nima & Papatla, Purushottam, 2024. "Can tweets be word of mouth that changes risky behaviors?," Journal of Business Research, Elsevier, vol. 174(C).
    12. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    13. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    14. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    15. Avneet Kaur & Sujata Khandai & Jones Mathew, 2023. "Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis," FIIB Business Review, , vol. 12(4), pages 368-385, December.
    16. Rietveld, Robert & van Dolen, Willemijn & Mazloom, Masoud & Worring, Marcel, 2020. "What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 20-53.
    17. Qiang Zhang & Ji Wu & J. Leon ZHAO & Liang Liang, 2024. "The antecedents and consequences of social interactions in firm-sponsored community: a social network perspective," Electronic Commerce Research, Springer, vol. 24(3), pages 1967-1995, September.
    18. Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
    19. Leila Meratian Esfahani & Lester W. Johnson, 2018. "Stakeholders’ Engagement and Strategic Management of Social Media," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(6), pages 47-56, September.
    20. Shu He & Huaxia Rui & Andrew B. Whinston, 2018. "Social Media Strategies in Product-Harm Crises," Information Systems Research, INFORMS, vol. 29(2), pages 362-380, 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:joinma:v:56:y:2021:i:c:p:83-95. 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: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    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.