Online customer engagement: a practical exploration of antecedents and metrics for new content marketers

Cynthia D. Wiggins ()
Additional contact information
Cynthia D. Wiggins: University of Liverpool

SN Business & Economics, 2022, vol. 2, issue 2, 1-24

Abstract: Abstract The ability of new content marketing companies and marketing practitioners to engage customers online depends on their understanding of the impact of antecedents on critical online customer engagement metrics. However, there has been little scholarly research exploring online customer engagement in the context of complex, real-world environments that could guide the strategies of new brands and start-up companies seeking to establish an online presence. This paper identifies the antecedents and metrics required for identifying an appropriate online customer engagement (OCE) strategy in the context of a start-up content marketing company called ABC Investments (a pseudonym) and of more established social media platforms, such as Facebook and Instagram. Eleven OCE antecedents and six metrics were originally proposed but on completion of the research, twelve antecedents- including one new one (human face)- were determined to have impacted OCE metrics. Finally, this paper shows how antecedent and metric research can be used to develop OCE strategies.

Keywords: Online customer engagement; Content marketing; Start-up; Facebook; Instagram; Antecedents; Metrics; Consequences (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1007/s43546-021-00186-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:snbeco:v:2:y:2022:i:2:d:10.1007_s43546-021-00186-y

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43546

DOI: 10.1007/s43546-021-00186-y

Access Statistics for this article

SN Business & Economics is currently edited by Gino D'Oca

More articles in SN Business & Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().