社交媒体营销活动、客户参与度和客户粘性:纵向调查

Kevin Kam Fung So, Jing Li, Ceridwyn King, Linda D. Hollebeek
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引用次数: 0

摘要

尽管客户参与度被认为是优化社交媒体营销绩效的关键,但以往的研究主要通过横截面设计来考察客户参与度,从而限制了对其随时间演变的动态的深入了解。为了弥补这一不足,我们采用了 "使用-满足 "理论,探讨了顾客在购买后消费旅程的三个阶段对企业社交媒体营销活动的评价、顾客参与度以及顾客对品牌社交媒体页面的粘性之间的关联。交叉滞后自回归面板模型分析表明:首先,顾客对企业社交媒体营销活动、顾客参与度和顾客粘性的评价是波动的。其次,随着时间的推移,客户参与度对客户粘性有交叉滞后的纵向影响;客户粘性在客户对企业社交媒体营销活动评价中的作用也是如此。然而,(a) 企业社交媒体营销活动对客户粘性的影响或(b) 客户粘性对参与度的影响并没有产生交叉滞后效应。这些研究结果通过描述这种参与的动态变化及其与其他关键结构的跨时间相互关系,为客户参与文献做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation
Although customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross-sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses-and-gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post-purchase stage of the consumption journey. Cross-lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross-lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross-lagged effects arise from (a) firm-based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.
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