Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour
Journal of Interactive Marketing, 2019, vol. 46, issue C, 40-51
This research investigates the behavioral effects of firms' online activeness in influencing customer engagement in word-of-mouth communications. Using a large-scale field dataset of hotel reviews and managerial responses, this study empirically examines firm responsiveness in relationship to community members' participation in the online review posting. Novel findings are reported that response volume and speed are important for effecting firm–customer interactions. This highlights a firm-leading influence on customers' word-of-mouth behaviour by identifying firm engagement as a motivational driver of customer engagement. It offers implications for researchers and practitioners with regard to social media marketing, in particular firm engaging in the online communication network by acting in an active and prompt manner.
Keywords: Online managerial responses; Customer reviews; Customer engagement behaviour; Firm engagement; Social media marketing (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:46:y:2019:i:c:p:40-51
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