Customer engagement and performance in social media: a managerial perspective

Othman Boujena (), Isabelle Ulrich (), Aikaterini Manthiou () and Bruno Godey ()
Additional contact information
Othman Boujena: Neoma Business School
Isabelle Ulrich: Neoma Business School
Aikaterini Manthiou: Neoma Business School
Bruno Godey: Neoma Business School

Electronic Markets, 2021, vol. 31, issue 4, No 14, 965-987

Abstract: 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.

Keywords: Customer engagement; Performance; Social media; Managerial perspective (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1007/s12525-020-00450-3 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:elmark:v:31:y:2021:i:4:d:10.1007_s12525-020-00450-3

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/12525

DOI: 10.1007/s12525-020-00450-3

Access Statistics for this article

Electronic Markets is currently edited by Rainer Alt and Hans-Dieter Zimmermann

More articles in Electronic Markets from Springer, IIM University of St. Gallen
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().