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Customer engagement behaviour in online social networks - the Facebook perspective

Author

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  • Sofie Bitter
  • Sonja Grabner-Kräuter
  • Robert J. Breitenecker

Abstract

Online social networking has become an essential part of our daily life. It also has changed the way consumers receive and exchange company or brand-specific information. Accordingly, online social networking platforms have turned into an essential hub for companies to reach (potential) customers. Though, little is known about the features of customer engagement behaviour in online social media. Applying an extended model based on the theory of planned behaviour and social practice, this study contributes to an improved understanding of both antecedents and moderators of consumers' interactions with companies and brands on Facebook. Structural equation modelling is applied to analyse the data that were collected by means of an online questionnaire (N = 358). Results confirm the suggested model and show that consumer's self-brand relationship and interactions with friends affect customer engagement behaviour. Furthermore, moderating effects of trust, information privacy concerns, age and gender are confirmed.

Suggested Citation

  • Sofie Bitter & Sonja Grabner-Kräuter & Robert J. Breitenecker, 2014. "Customer engagement behaviour in online social networks - the Facebook perspective," International Journal of Networking and Virtual Organisations, Inderscience Enterprises Ltd, vol. 14(1/2), pages 197-220.
    • Handle: RePEc:ids:ijnvor:v:14:y:2014:i:1/2:p:197-220
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    Citations

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    Cited by:

    1. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
    3. Sofie Bitter & Sonja Grabner-Kräuter, 2016. "Consequences of customer engagement behavior: when negative Facebook posts have positive effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 219-231, August.
    4. James Agyei & Shaorong Sun & Eugene Abrokwah & Emmanuel Kofi Penney & Richmond Ofori-Boafo, 2020. "Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana," SAGE Open, , vol. 10(1), pages 21582440198, January.
    5. María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.
    6. Carsten D. Schultz, 2016. "Insights from consumer interactions on a social networking site: Findings from six apparel retail brands," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 203-217, August.

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