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dc.contributor.authorShawky, S
dc.contributor.authorKubacki, K
dc.contributor.authorDietrich, T
dc.contributor.authorWeaven, S
dc.date.accessioned2020-08-25T04:16:49Z
dc.date.available2020-08-25T04:16:49Z
dc.date.issued2020
dc.identifier.issn0148-2963
dc.identifier.doi10.1016/j.jbusres.2020.03.030
dc.identifier.urihttp://hdl.handle.net/10072/396745
dc.description.abstractSocial 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofjournalJournal of Business Research
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchCommerce, management, tourism and services
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode35
dc.titleA dynamic framework for managing customer engagement on social media
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationShawky, S; Kubacki, K; Dietrich, T; Weaven, S, A dynamic framework for managing customer engagement on social media, Journal of Business Research, 2020
dc.date.updated2020-08-25T04:15:54Z
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.hasfulltextNo Full Text
gro.griffith.authorWeaven, Scott K.
gro.griffith.authorDietrich, Timo H.


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