Driving marketing outcomes through social media-based customer engagement

Viktorija Kulikovskaja, Marco Hubert, Klaus G. Grunert and Hong Zhao

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

Abstract: Firms recognize the increasing potential of digital services to enhance customer engagement behaviors. Drawing on customer engagement and user gratification theory, two studies were conducted among Chinese consumers: an online survey and a field study. The results reveal varying effects of content types on customer engagement and underline a mediating role of engagement between content types and marketing outcomes. It is worth noting that the relational content type displays greater mediating effects compared to other content types. The findings provide new insights for development of digital content marketing strategies to enhance customer engagement and thereby generate marketing outcomes.

Keywords: Customer engagement; Customer loyalty; Word-of-mouth; Social media; Uses and gratification theory (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001923

DOI: 10.1016/j.jretconser.2023.103445

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