Online consumer engagement: understanding the antecedents and outcomes

2012 Summer.Includes bibliographical references.Given the adoption rates of social media and specifically social networking sites among consumers and companies alike, practitioners and academics need to understand the role of social media within a company's marketing efforts. Specifically, understanding the consumer behavior process of how consumers perceive features on a company's social media page and how these features may lead to loyalty and ultimately consumers' repurchase intentions is critical to justify marketing efforts to upper management. This study focused on this process by situating online consumer engagement between consumers' perceptions about features on a company's social media page and loyalty and (re)purchase intent. Because online consumer engagement is an emerging construct within the marketing literature, the purpose of this study was not only to test the framework of online consumer engagement but also to explore the concept of online consumer engagement within a marketing context. The study refined the definition of online consumer engagement as an attempt to align the industry and academic definitions of the construct. The social networking site, Facebook, was utilized to test the online consumer engagement framework. Specifically, the study examined whether and how perceived Facebook company page features (i.e., perceived information quality, perceived enjoyment, and perceived interactivity) predicted online consumer engagement, and further investigated whether and how online consumer engagement with companies on Facebook related to loyalty and ultimately (re)purchase intent. First, focus groups were conducted to get a better understanding of the "liking" behavior on Facebook and to refine the survey questionnaire. Next, 233 online surveys were collected from U.S. adult Facebook users who "like" companies on Facebook to test the online consumer engagement framework. Hypotheses were tested through structural equation modeling. Findings suggest that perceived Facebook characteristics (i.e., perceived information quality, perceived enjoyment, and perceived interactivity) influence online consumer engagement, which influences loyalty and ultimately (re)purchase intent. Results also revealed that online consumer engagement is a multidimensional construct that encompasses both cognitive/affective and participative dimensions. This study provides the first steps in understanding the role that online consumer engagement plays within a mediated environment that includes both consumers and companies. Implications both academically and for the industry are discussed, and directions for future research endeavors are presented

Literature review on conceptualisation of online consumer engagement

The purpose of the current study is to develop a literature review on “online consumer engagement” (OCE). Articles from 2006 to 2016 published in the market- ing journals and other related journals have been reviewed to summarise the OCE concept. Although there is not an agreed definition and conceptualisation of OCE, this study classified the concept as either behavioural or psychological within the dimensions of cognitive, emotional, and behavioural type. The objects of OCE also were grouped as engagement with a brand, online brand community, and multiple engagement objects to address the importance of interactive nature of “customer engagement” (CE), which allows customers to engage with multiple objects at the same time. Finally, this study provides the most updated review on the OCE concept in the context of online engagement

Consumer engagement in firm-hosted online brand communities – exploring personality traits as antecedents of consumer engagement and value, with the moderating role of personal values

As consumers increasingly adopt online rather than offline as their preferred communication channel, understanding the nature of online consumer engagement has become a priority for many firms (Kim, Juin-Sun, & Kim, 2008b). However, despite increasing recognition of the importance of consumer engagement with new technologies, there remains a gap in terms of antecedents and consequences of online consumer engagement. This thesis addresses this gap by exploring the relationship between personality traits (Big Five and four additional traits namely need for activity, need for learning, need for arousal and altruism) and online consumer engagement, as well as the relationship between online consumer engagement and six consumer-perceived value types (social value, play, excellence, efficiency, aesthetic value and altruistic value). A conceptual framework of online consumer engagement is developed, anchored in the extant literature and twenty-eight semi-structured interviews with members of firm-hosted online brand communities. The framework is tested in a study involving 559 users of two distinct firm-hosted online brand communities (FHOBCs) namely the FHOBC of a leading German telecommunications provider and the firm-hosted social media brand community Facebook. The findings suggest that certain personality traits, including extraversion, openness to experiences, and altruism are linked to online consumer engagement. Additionally, online consumer engagement has an impact on social value and aesthetic value. Finally, the personal value conservation and the personal value self-enhancement are seen to moderate the relationship between all three personality traits and online consumer engagement. This study’s contribution to the consumer engagement literature is threefold. Firstly, the study brings new insights regarding personality traits as antecedents of online consumer engagement. Secondly, the conservation and self-enhancement of personal values moderate the relationship. And thirdly, the study brings new insights in terms of specific consumerperceived value types that emerge as a consequence of online consumer engagement. Understanding what personality traits drive consumers to engage online and what value consumers believe they gain in this digital age can help managers to better segment and evaluate their online consumers. In consequence of these insights, FHOBCs can be improved and augmented accordingl

Pengaruh Online Consumer Engagement dalam Website HijUp.com terhadap Kepercayaan Konsumen (Studi terhadap Konsumen HijUp.com)

This study aims to determine the effect of online consumer engagement applied by HijUp.com towards consumer trust. From Marketing Public Relations theory of consumer relations, the writer comes with consumer engagement topic that as an expansion strategy of consumer relations. In addition, the popularity of online field that causes a higher risk to consumer, making trust as the major issue that should be discussed when it comes to communication or marketing activities as the e-commerce company. This study used quantitative explanative approach, with multiple linier regressions to test the result. This study used online survey with 100 respondents as sample. The result showed a strong relationship between variables with determination coefficients of 0,607 which mean that consumer engagement effect on consumer trust of 60,7%. Meanwhile, the rest, 39,3%, is from the other factor outside regression model. There are three independent variables as elaboration of online consumer engagement concept; cognitive attachment, emotional attachment, and behavioural attachment. The result showed only two independent variables—cognitive attachment and emotional attachment—that has a significant effect on consumer trust, the other variable—behavioural attachment—did not have a significant effect. However, those three variables give a stimultant effect towards consumer trust. Keywords: Marketing Public Relations, Consumer Engagement, Consumer Trust, E-Commerce, HijUp.com DAFTAR PUSTAKA ARTIKEL Faulkner, Bill. Define Consumer Relations, diakses pada 8 Agustus 2015 dari http://www.ehow.com/about_6390671_define-consumer-relations.html Harvey, Michael. 15 Januari 2013. 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Consumer-brand engagement through website stimuli

Previous studies concerning consumer engagement have been dedicated to conceptualize the construct and proposing scales to measure it (Van Doorn et al. 2010; Bolton 2011; Bijmolt et al. 2010; Brodie et al. 2011; Hollebeek et al. 2014). Yet, further research has been suggested in those studies regarding antecedents and outcomes of online consumer engagement. The following questions remain open: what drives consumers to be online engaged? And what are the outcomes of being online engaged? The aim of the current research is to contribute to the fulfillment of this gap in the literature, analyzing which dimensions of online stimuli with websites exercise more effect on online engagement and which of this dimensions’ most influence brand advocacy

Three Essays on the Impact of Cuteness on Consumer Behavior

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the literature on cuteness, the first essay examines the effects of exposure to cute images on risk-seeking behavior, the second essay tests the effect of salespeople’s cute facial features (i.e., babyface) on online consumer engagement, and the third essay proposes a novel construct that induces the perception of cuteness through auditory cuteness cues: cute voice

Consumer engagement in online brand communities: the moderating role of personal values

Purpose Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/Methodology/Approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted online brand communities (FHOBCs). Findings Findings suggest that three personality traits – extraversion, openness to experiences and altruism – are positively correlated with OCE. OCE is related to two types of perceived value, namely social value and aesthetic value. The personal values of conservation and self-enhancement moderate the relationships between the three identified personality traits and OCE. Research limitations/implications Future research into OCE should consider the application of this study’s conceptual framework across different cultures to account for the fast changing nature of online communities. Practical implications Understanding how personality traits drive OCE and what value consumers receive from engagement in online communities can help managers to better segment and evaluate consumers. Engagement and levels of activity within these online communities can be improved accordingly. Originality/Value This study’s contribution to the OCE literature is threefold. Firstly, the study provides new insights regarding personality traits as antecedents of consumer engagement with FHOBCs. Secondly, the study reveals the first insights into the role of personal values in the relationship between personality traits and OCE. Specifically, conservation and self-enhancement emerged as moderators of the relationship between three personality traits (extraversion, openness to experiences, altruism) and OCE. Thirdly, the study yields support for perceived value types (social value and aesthetic value) that emerge as consequences of consumer engagement in FHOBCs

An Exploratory Study of Online Consumer Engagement on Social Media and its impact on Purchase Intention

The emergence of the social media phenomenon has spawned new ways of communication and engagement for consumers and companies alike. In particular, social networking sites such as Facebook have gained popularity and a strong membership base due to its pervasive nature and opportunities for seamless engagement. However, the concept of online consumer engagement on social media is an emerging construct in marketing literature and remains vague due to lack of academic research and empirical support. Furthermore, many organizations are unclear about the value and financial returns that investment in social media brings to their business. As such, the aim of this study is to provide an exploratory insight into the construct of customer engagement in the realm of online social media. In addition, the impact of customer engagement activity on driving purchase intent is also examined. The social networking site, Facebook was used as a basis to evaluate the research objectives, using a quantitative online survey. The findings suggest that online social media users engage with brands on Facebook on a superficial level, rather than on an in-depth basis. More importantly, consumer engagement on social media is found to have a significant impact on driving purchase intention for the brand. This study provides insights into the role that consumer engagement on social media brings to the business and presents practical implications for marketing practitioners. Finally, directions and opportunities for future research are also discussed

Reflections on “Social media: Influencing customer satisfaction in B2B sales” and a research agenda

Given the indirect role of social media in value creation, the article “Social media: Influencing customer satisfaction in B2B sales” by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impact of social media within B2B sales is developing, we critically appraise Agnihotri et al.’s work and position it within the emerging literature on social media communication in the sales process. We conclude with a research agenda identifying a diverse set of new directions for investigating social media within the sales process