TY - JOUR
T1 - Influence of customer engagement with company social networks on stickiness
T2 - Mediating effect of customer value creation
AU - Zhang, Mingli
AU - Guo, Lingyun
AU - Hu, Mu
AU - Liu, Wenhua
N1 - Publisher Copyright:
© 2016 Elsevier Ltd
PY - 2017/6/1
Y1 - 2017/6/1
N2 - Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina's enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer engagement has a direct and positive influence on customer stickiness as well as an indirect influence through customer value creation. This study enriches previous researches on existing theories of customer engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage customer engagement and enhance the stickiness of company social networks.
AB - Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina's enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer engagement has a direct and positive influence on customer stickiness as well as an indirect influence through customer value creation. This study enriches previous researches on existing theories of customer engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage customer engagement and enhance the stickiness of company social networks.
KW - Company social networks (CSNs)
KW - Customer engagement
KW - Customer value creation
KW - Stickiness
KW - Word of mouth (WOM)
UR - https://www.scopus.com/pages/publications/84966637116
U2 - 10.1016/j.ijinfomgt.2016.04.010
DO - 10.1016/j.ijinfomgt.2016.04.010
M3 - 文章
AN - SCOPUS:84966637116
SN - 0268-4012
VL - 37
SP - 229
EP - 240
JO - International Journal of Information Management
JF - International Journal of Information Management
IS - 3
ER -