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  • A dynamic framework for managing customer engagement on social media

    Author(s)
    Shawky, S
    Kubacki, K
    Dietrich, T
    Weaven, S
    Griffith University Author(s)
    Weaven, Scott K.
    Dietrich, Timo H.
    Shawky Habashi, Sara
    Year published
    2020
    Metadata
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    Abstract
    Social media have become pervasive communication tools, creating connections and opportunities for customer engagement. They have redefined simple dyadic interactions between customers and marketers, transforming them into more complex interactions between multiple groups of actors, including customers, organisations, stakeholders, and non-customers. In recognition of the remodelling of customer engagement, scholars have called for additional research addressing the role of engagement in multi-actor ecosystems. Our study seeks to address this gap by advancing the understanding of the process of customer engagement on social ...
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    Social media have become pervasive communication tools, creating connections and opportunities for customer engagement. They have redefined simple dyadic interactions between customers and marketers, transforming them into more complex interactions between multiple groups of actors, including customers, organisations, stakeholders, and non-customers. In recognition of the remodelling of customer engagement, scholars have called for additional research addressing the role of engagement in multi-actor ecosystems. Our study seeks to address this gap by advancing the understanding of the process of customer engagement on social media and proposing an empirically grounded framework with appropriate measures to assess customer engagement. Thirty-two interviews were conducted to explore the process of establishing and maintaining customer engagement on social media from the perspectives of social media marketing practitioners and users. This study proposes a dynamic framework addressing four distinct levels of customer engagement on social media, in addition to identifying appropriate measurements for each level.
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    Journal Title
    Journal of Business Research
    DOI
    https://doi.org/10.1016/j.jbusres.2020.03.030
    Note
    This publication has been entered in Griffith Research Online as an advanced online version.
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/396745
    Collection
    • Journal articles

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