Increasing customer equity through social media content and engagement

IF 2.6 Q1 ECONOMICS

Entrepreneurial Business and Economics Review Pub Date : 2023-01-01 DOI:10.15678/eber.2023.110303

Angga Febrian

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引用次数: 0

Abstract

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and customer equity and what is the role of customer relationships in strengthening the influence of that content. Research Design & Methods: The online survey responses were collected from 250 respondents in Indonesia who have shopping experiences due to exposure to social media. I used structural equation modelling (SEM AMOS) to examine the relationship between variables. Findings: Social media content can affect increased customer engagement and equity on social media. Good content must also contain several elements of entertainment that make customers want to linger on social media. Customer relationships can also strengthen the influence of content on social media engagement. Implications & Recommendations: Marketers can strengthen content on social media with good customer relationships, such as being fast and responsive in their feedback. Contribution & Value Added: This study provides new insights into creating a social media content marketing model that can strengthen customer relationships.

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通过社交媒体内容和参与增加客户权益

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来源期刊

Entrepreneurial Business and Economics Review ECONOMICS-

CiteScore

7.20

自引率

7.90%

发文量

期刊介绍： Entrepreneurial Business and Economics Review (EBER), as multi-disciplinary and multi-contextual journal, is dedicated to serve as a broad and unified platform for revealing and spreading economics and management research focused on entrepreneurship, individual entrepreneurs as well as particular entrepreneurial aspects of business. It attempts to link theory and practice in different sections of economics and management by publishing various types of articles, including research papers, conceptual papers and literature reviews. Our geographical scope of interests include Central and Eastern Europe and emerging markets, however we also welcome articles beyond this scope. The Journal accept the articles from the following fields: -Entrepreneurship and Business Studies (in particular entrepreneurship and innovation, strategic entrepreneurship, corporate entrepreneurship, entrepreneurship methodology, new trends in HRM and HRD as well as organizational behaviour, entrepreneurial management, entrepreneurial business, management methodology, modern trends in business studies and organization theory, policies promoting entrepreneurship, innovation, R&D and SMEs, education for entrepreneurship), -International Business and Global Entrepreneurship (especially international entrepreneurship, European business, and new trends in international business, IB methodology), -International Economics and Applied Economics (in particular the role of entrepreneurship and the entrepreneur in economics, international economics including the economics of the European Union and emerging markets, as well as Europeanization, new trends in economics, economics methodology).