Customer engagement in social media: a framework and meta-analysis

Fernando Santini (), Wagner Junior Ladeira (), Diego Costa Pinto (), Márcia Maurer Herter (), Claudio Hoffmann Sampaio () and Barry J. Babin ()
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Fernando Santini: Universidade do Vale do Rio dos Sinos (UNISINOS)
Wagner Junior Ladeira: Universidade do Vale do Rio dos Sinos (UNISINOS)
Diego Costa Pinto: Universidade NOVA de Lisboa
Márcia Maurer Herter: Universidade Europeia
Claudio Hoffmann Sampaio: Pontifícia Universidade Católica do Rio Grande do Sul (PUC/RS)
Barry J. Babin: University of Mississipi

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 6, No 9, 1228 pages

Abstract: Abstract This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.

Keywords: Customer engagement; Firm performance; Meta-analysis; Online consumer behavior; Social media (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (49)

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DOI: 10.1007/s11747-020-00731-5

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