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

Abstract

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.

References

Amaro, S., & Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64-79. https://doi.org/10.1016/j.tourman.2014.06.006
Awang, Z., Afthanorhan, A., & Asri, M. A. M. (2015). Parametric and non-parametric approach in structural equation modeling (SEM): The application of bootstrapping. Modern Applied Science, 9(9), 58–67. https://doi.org/10.5539/mas.v9n9p58
Baldus, B.J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. https://doi.org/10.1016/j.jbusres.2014.09.035
Bashir, M. A., & Ali, N. A. (2016). Impact of customer brand relationship through Facebook on the level of customer engagement. Pakistan Business Review, April 2016, 159–178.
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen, T.W., Donthu, N., & Carl, W. (2013). Beyond traditional word‐of‐mouth. Journal of Service Management, 24(3), 294–313. https://doi.org/10.1108/09564231311327003
Braun, C., Batt, V., Bruhn, M., & Hadwich, K. (2016). Differentiating customer engaging behavior by targeted benefits – an empirical study. Journal of Consumer Marketing, 33(7), 528–538. https://doi.org/10.1108/JCM-02-2016-1711
Clark, M., & Melancon, J. (2013). The influence of social media investment on relational outcomes: A relationship marketing perspective. International Journal of Marketing Studies, 5(4). http://dx.doi.org/10.5539/ijms.v5n4p132
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages : An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26, 83–91. http://dx.doi.org/10.1016/j.intmar.2012.01.003
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. http://dx.doi.org/10.1108/02683940010305270
Dovaliene, A., Masiulyte, A., & Piligrimiene, Z. (2015). The relations between customer engagement, perceived value and satisfaction: The case of mobile applications. Procedia - Social and Behavioral Sciences, 213, 659–664. http://dx.doi.org/10.1016/J.SBSPRO.2015.11.469
Dwyer, F.R., Schurr, P.H., & Oh, S. (1987). Buyer-seller developing relationships. American Journal of Marketing, 51(2), 11–27. http://dx.doi.org/10.2307/1251126
Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods 2007, 39(2), 175-191. https://doi.org/10.3758/BF03193146
Gaber, H., Elsamadicy, A. M., & Wright, L. T. (2019). Why do consumers use Facebook brand pages? A case study of a leading fast-food brand fan page in Egypt. Journal of Global Scholars of Marketing Science. Routledge, 29(3), 293–310.
Gutierrez-Cillan, J., Camarero-Izquierdo, C., & San Jose-Cabezudo, R. (2017). How brand post content contributes to user’s Facebook brand-page engagement. The experiential route of active participation. BRQ Business Research Quarterly, 20(4), 258–274. https://doi.org/10.1016/j.brq.2017.06.001
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (2nd ed.). Thousand Oaks: Sage.
Harmeling, C.M., Moffett, J.W., Arnold, M.J., & Carlson, B.D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335. https://doi.org/10.1007/s11747-016-0509-2.
Hennig-Thurau, T, Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hollebeek, L.D., Glynn, M.S., & Brodie, R.J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(1), 149-165. https://doi.org/10.1016/J.INTMAR.2013.12.002
Hu, T. and Zhang, P. (2016). Social media usage as a formative construct: conceptualization, validation and implication. Journal of Information Technology, Xi(4), 1–5.
Hudson, S., Huang, L., Roth, M.S., and Madden, T.J. (2016). The influence of social media interactions on consumer-brand relationships: a three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing. 33(1), 27-41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Hunt, S.D., Arnett, D.B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business & Industrial Marketing, 21(2), 72-87. https://doi.org/10.1108/10610420610651296
Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: an application of stimulus-organism-response paradigm. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behaviour in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261. http://dx.doi.org/10.1177/1094670514529187
Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of online brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80. https://doi.org/10.2753/JEC1086-4415120304
Kietzmann, J.H., Hermkens, K., McCarthy, I.P., & Silvestre, B.S.(2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16-24. https://doi.org/10.1016/j.apmrv.2016.10.006

Kumar, V., & Pansari, A. (2015). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497–514. https://doi.org/10.1017/CBO9781107415324.004
Marketing Science Institute. (2016). 2016-2018 Research Priorities. Retrieved from https://www.msi.org/uploads/articles/MSI_RP16-18.pdf
Md Jani, N., Zakaria, M., Maksom, Z., M. Haniff, M., & Mustapha, R. (2018). Validating antecedents of customer engagement in social networking sites using Fuzzy Delphi analysis. International Journal of Advanced Computer Science and Applications, 9(9). https://doi.org/10.14569/IJACSA.2018.090939
Palmatier, R. W., Kumar, V., & Harmeling, C. M. (2018). Customer engagement marketing. Cham: Palgrave Macmillan.
Perugini, M., Gallucci, M., & Costantini, G. (2014). Safeguard power as a protection against imprecise power estimates. Perspectives on Psychological Science, 9(3), 319–332. https://doi.org/10.1177/1745691614528519
Ramayah, T., Yeap, J. A. L., Ahmad, N. H., Abdul-Halim, H., & Rahman, S. A. (2017). Testing a confirmatory model of Facebook usage in SmartPLS using consistent PLS. International Journal of Business and Innovation, 3(2), 1–14. https://doi.org/10.1109/RFIC.2004.1320574
Ringle, C. M., Wende, S., & Becker, J.-M. (2015) SmartPLS 3. Retrieved from http://www.smartpls.com
Ruhi, U. (2014). Social Media Analytics as a Business Intelligence Practice: Current Landscape & Future Prospects. Journal of Internet Social Networking & Virtual Communities. 2014(2014). https://doi.org/10.5171/2012.920553
Statista. (2017). Daily reach of leading social networks and mobile messenger apps in Malaysia. Retrieved from https://www.statista.com/statistics/496953/daily-active-users-of-leading-social-networks-malaysia/
Sekaran, U., & Bougie, R. J. (2016). Research methods for business: A skill-building approach, 7th ed. West Sussex, UK: John Wiley & Sons Ltd.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599
Vivek, S.D., Beatty, S.E., Dalela, V., & Morgan, R.M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401-420. https://doi.org/10.2753/MTP1069-6679220404
Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Gurhan Canli, Z., & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244. https://doi.org/ 10.1108/09564231311326978
Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: an empirical investigation. Information & Management, 55(2), 258–270. https://doi.org/10.1016/j.im.2017.07.002
Zhu, Y.Q., & Chen, H.G. (2015). Social media and human need satisfaction: implications for social media marketing. Business Horizons, 58(3), 335-345. https://doi.org/10.1016/j.bushor.2015.01.006
Published
2020-07-28