Social Media Customer Expectations: Brand Engagement in Maintaining Customer Loyalty

This study aimed to find out the description of the level of brand engagement and customer loyalty on Twitter social media users in Indonesia. The research design of this study was a crosssectional method. This study used a descriptive approach and explanatory survey method. A total of 106 respondents were selected by simple random sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique was a descriptive technique by using frequency distribution. The result showed that brand engagement is in good enough categories, while customer loyalty is in good enough category. The differences in this study located on object research, time research, measuring instruments, literature used, the theory used and the results of the study.

Social Media Customer Expectations: Brand Engagement in Maintaining Customer Loyalty

This study aimed to find out the description of the level of brand engagement and customer loyalty on Twitter social media users in Indonesia. The research design of this study was a cross-sectional method. This study used a descriptive approach and explanatory survey method. A total of 106 respondents were selected by simple random sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique was a descriptive technique by using frequency distribution. Furthermore, the data were calculated using path analysis to gain understanding the relationship between variables. The result of this study showed that brand engagement is in good enough categories, while customer loyalty is in good enough category. The differences in this study located on object research, time research, measuring instruments, literature used, the theory used and the results of the study. Keywords: brand engagement, customer loyalty, social media

Privacy on Facebook Brand Pages: A Content Analysis Study of New Zealand Organisations

With a significant number of organisations using a Facebook brand page to connect with users, the privacy issues that arise should not be ignored. In New Zealand, organisations have the obligation to protect the data privacy of their clients. For organisations using Facebook pages, it is essential to make sure users know how personally identifiable data gathered through these pages is being treated. This study develops a content analysis questionnaire that can be used to test privacy on organisational Facebook pages. The questionnaire determines the tools and features organisation brand pages use, as well as testing how the organisation communicates its data handling practices in respect of the data it gathers. The study concludes that the Facebook pages of top New Zealand organisations are making common use of Facebook tools, but are very poor in communicating their data handling practices with only a few pages examined having any form of privacy notification

Defining Event Marketing as Engagement-Driven Marketing Communication

Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event has been lacking. This study clarifies the literature review to better understand it. This study reviews 40 relevant scholarly publications from the Scopus database to build a novel concept of engagement-driven event marketing. This article narrows the search using event marketing characteristics. Previous research has found six event types: sports, festivals, concerts, special events, trade shows, and meetings. Five factors influence the attendees: purchase intention, visit intentions, word-of-mouth, brand loyalty, and brand equity . This paper presents a new event marketing model based on Nufer (2015) and Żyminkowska (2019). Attendee engagement is defined by the relationship among the event’s content, the event’s involvement, the event-brand image congruency, and the attendee’s experience of the event’s content. There are also suggested theoretical and managerial considerations

Customer engagement behaviour on social media platforms: a systematic literature review

Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships between firms and customers. However there have been no systematic attempts to review the antecedents of CEB on social media despite wide recognition of its importance. Using a systematic literature review method, we provide an in-depth analysis of the extant empirical literature on CEB in relation to social media platforms. Results indicate that five key antecedent causes are identified in the literature: (1) Social links; (2) Ownership-value; (3) Search for information; (4) Involvement; and (5) Functionality represent the key antecedents of engagement for firms using social media. Our review is the first that brings together an in-depth secondary data analysis of the antecedents of CEB in social media platforms. We subsequently identify three epistemological tensions within the corpus and suggest directions for future research in order to advance the understanding of CEB in relation to social media

Consumer engagement with self-driving cars: a theory of planned behavior-informed perspective

Purpose This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM). Findings The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement. Originality/value While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent)

Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context

A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands’ products and sharing positive comments about the brand with others.O omnicanal está a moldar os consumidores e as marcas têm de atuar no sentido de capacitar e envolver os consumidores através de vários canais. O objetivo desta dissertação é fornecer informação sobre como o "engagement" do cliente, a intenção de recompra e o passa-palavra positivo, mudam num ambiente de omnicanal. Assim, foi desenhado e testado um modelo baseado na teoria de troca social para explicar o envolvimento do consumidor num ambiente de omnicanal. Foram realizados dois estudos para compreender o modelo proposto: o primeiro estudo proporcionou uma visão do mercado no qual o estudo foi realizado: o mercado de cuidados da pele em Portugal. O segundo estudo testou o modelo e hipóteses propostas pela análise de parciais dos mínimos quadrados. Os resultados do estudo demonstram que a familiaridade com o canal do cliente e a qualidade da integração de canal estão correlacionados com o "engagement" do cliente e os seus resultados. No entanto, a capacitação do consumidor não se revelou significativo como um efeito mediador entre a familiaridade e o "engagement" do cliente. Tal sucede, nomeadamente, devido às lojas físicas não serem totalmente propriedade de nenhuma marca de cuidados de pele, o que dificulta o seu envolvimento no capacitação do cliente. No entanto, a capacitação do consumidor é um efeito mediador da qualidade da integração dos canais e do "engagement" do cliente. Uma integração consistente faz com que os clientes se sintam mais capacitados o que se revela intenção de recompra e passa-palavra positivo

Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment : moderating effect of application usage

PURPOSE : The purpose of this paper is to examine specific gratifications obtained from using mobile instant messaging (MIM) applications by applying the uses and gratifications theory. This study explores the relationships between motivational factors, customer engagement and loyalty for existing WhatsApp subscribers in South Africa, as well as the moderating effect of application usage. DESIGN/METHODOLOGY/APPROACH : A descripto-explanatory research design was used in this quantitative study and 282 responses from an online survey were analysed. Structural equation modelling was used to test the study’s hypotheses. FINDINGS : The study reveals that utilitarian and hedonic motivation impact customer engagement positively in using WhatsApp, which, in turn, impacts loyalty. Social motivation in using WhatsApp bore no relationship with customer engagement. Furthermore, medium application usage moderates the link between customer engagement and utilitarian and hedonic motivation. RESEARCH LIMITATIONS/IMPLICATIONS : The study offers a greater understanding of customer engagement and motivational factors in the MIM environment. Future studies could consider more complex relationships with customer engagement in using MIM apps focussed on a younger generation. PRACTICAL IMPLICATIONS : MIM service providers should enhance customer engagement by tracking user activity and identifying customers who need to use an app more by targeting their utilitarian and hedonic needs through sophisticated marketing strategies. ORIGINALITY/VALUE : This research enriches the understanding of key motivational factors impacting customers’ continued engagement towards using MIM, as opposed to the adoption thereof.http://www.emeraldinsight.com/loi/ebrhj2021Gordon Institute of Business Science (GIBS