Effects of Relationship, Reward and Brand Post on Customer Engagement in Social Networking Sites

  • Noraniza Md Jani Universiti Teknikal Malaysia Melaka
  • Mohd Hafiz Bin Zakaria Universiti Teknikal Malaysia Melaka
  • Ramlan Bin Mustapha IPG Kampus Tengku Ampuan Afzan, Kuala Lipis, Pahang, Malaysia
Keywords: customer engagement, antacedent, behaviour, social networking sites, structural equation


The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirming important antecedents in the SNS platform and sourced various theoretical support was found to be very difficult to obtain. This study is intended to fill this shortage through the growing partial least square (PLS) technique. The questionnaire data were obtained from 389 respondents in the truly active group with the brand in the SNS channel to ensure the effectiveness of the findings. The decision confirms that perceived relationship, reward, and brand post succeeded in fulfilling prediction as a good motivation contributor to customer engagement in SNS. Conclusions, as well as theoretical and practical implications, have been discussed at the end of this manuscript for future literature and industry blueprint.


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