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Customer engagement and performance in social media: a managerial perspective

Author

Listed:
  • Othman Boujena

    (Neoma Business School)

  • Isabelle Ulrich

    (Neoma Business School)

  • Aikaterini Manthiou

    (Neoma Business School)

  • Bruno Godey

    (Neoma Business School)

Abstract

The topic of customer engagement via social media is receiving increasing consideration in the literature. Previously, scholars’ use of the notion and dimensionality of customer engagement has been incomplete and inconsistent – an oversight that has significant theoretical and practical repercussions. This paper examines the managerial perspective on customer engagement and performance metrics in the context of social media. Data is collected from three different sources representing the main categories of social media stakeholders. Semi-structured interviews were conducted with managers from 41 companies, 23 advertising/communication agencies, and 10 research/consulting firms and cover a range of views on different social media channels platforms. The results illustrate the gaps between customer engagement’s conceptions, the customer engagement dimensionality, and the metrics of social media performance beyond customer engagement. We also derive theoretical and managerial practical implications and suggest an agenda for future research.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:4:d:10.1007_s12525-020-00450-3
    DOI: 10.1007/s12525-020-00450-3
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    Cited by:

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    2. Rainer Alt, 2021. "Electronic Markets on platform complexity," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 737-742, December.
    3. Muhammad Naeem & Wilson Ozuem & Kerry Howell & Silvia Ranfagni, 2022. "Understanding the process of meanings, materials, and competencies in adoption of mobile banking," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2445-2469, December.
    4. Jiaqi Wang & Peng Zou & Bo Yu, 2024. "How online exposure to nature affects customer engagement: Evidence from Sina Weibo," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
    5. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.

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    More about this item

    Keywords

    Customer engagement; Performance; Social media; Managerial perspective;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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