{"title":"Customer engagement in Saudi food delivery apps through social media marketing: Examining the antecedents and consequences using PLS-SEM and NCA","authors":"","doi":"10.1016/j.jretconser.2024.104001","DOIUrl":null,"url":null,"abstract":"<div><p>In this study, we (1) investigated the role of social media marketing (SMM) activities in predicting customer engagement in online food delivery applications (OFDAs); (2) predicted the influencing role of customer engagement in OFDAs on behavioral outcomes; (3) utilized the stimulus-organism-response (S–O-R) framework to assess subsequent customer behavior; and (4) empirically validated the theoretical model using partial least squares structural equation modeling (PLS-SEM) and necessary conditions analysis (NCA). We obtained valid data from 233 respondents using the survey-based approach, which was then utilized for PLS-SEM and NCA analyses. The study's PLS-SEM analysis revealed that perceived SMM activities, such as informativeness and word-of-mouth (WoM), positively influence customer engagement in OFDAs. This engagement, in turn, predicts important behavioral outcomes, including co-production value, customer referrals, purchase intention, and customer satisfaction. The NCA results further indicate that informativeness, trendiness, and WoM are essential for driving customer engagement in Saudi-based OFDAs. These findings provide valuable insights for enhancing customer engagement and behavioral outcomes in the field of OFDAs, utilizing both PLS-SEM and NCA methodologies.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":null,"pages":null},"PeriodicalIF":11.0000,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698924002972","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
In this study, we (1) investigated the role of social media marketing (SMM) activities in predicting customer engagement in online food delivery applications (OFDAs); (2) predicted the influencing role of customer engagement in OFDAs on behavioral outcomes; (3) utilized the stimulus-organism-response (S–O-R) framework to assess subsequent customer behavior; and (4) empirically validated the theoretical model using partial least squares structural equation modeling (PLS-SEM) and necessary conditions analysis (NCA). We obtained valid data from 233 respondents using the survey-based approach, which was then utilized for PLS-SEM and NCA analyses. The study's PLS-SEM analysis revealed that perceived SMM activities, such as informativeness and word-of-mouth (WoM), positively influence customer engagement in OFDAs. This engagement, in turn, predicts important behavioral outcomes, including co-production value, customer referrals, purchase intention, and customer satisfaction. The NCA results further indicate that informativeness, trendiness, and WoM are essential for driving customer engagement in Saudi-based OFDAs. These findings provide valuable insights for enhancing customer engagement and behavioral outcomes in the field of OFDAs, utilizing both PLS-SEM and NCA methodologies.
期刊介绍:
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.