Exploring the antecedents to the online customer engagement behaviours; sharing, learning & endorsing

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Abstract

The aim of this research is to add to the growing empirical research around
customer engagement and examine if motivational drivers mediate the relationship between personality traits and the online customer engagement behaviours (OCEB); sharing, learning and endorsing. The research was undertaken using an online survey with 401 respondents who interacted with brands online using social media sites; Facebook, Twitter and Instagram. The
study provides evidence that the antecedents to online customer engagement behaviour not only interact but that together personality traits and motivational drivers impact specific types of OCEB. These findings help to deepen the understanding of what influences customers to take part in specific OCEBs, and can be used by managers who are seeking to develop programs to strategically influence online customer engagement, to better understand these customers.
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Original languageEnglish
Number of pages7
Publication statusPublished - 29 May 2018
EventEuropean Marketing Academy Conference 2018 - University of Strathclyde, Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018
http://www.emac-2018.org/r/default.asp?iId=IDHGLH

Conference

ConferenceEuropean Marketing Academy Conference 2018
Abbreviated titleEMAC2018
CountryUnited Kingdom
CityGlasgow
Period29/05/181/06/18
Internet address

Keywords

  • online customer engagement
  • social media
  • personality

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