首页 | 本学科首页   官方微博 | 高级检索  
     


Exploring the effect of user engagement in online brand communities: Evidence from Twitter
Affiliation:1. Jaypee Business School, Sector-62, Noida, U.P,-201309, India;2. Jaypee Business School, Sector-62, Noida, U.P,-201309, India
Abstract:Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers' engagement with the online brand communities on users' perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers' engagement with social media users have a significant impact on their sentiments. Based on our results, we derived several important managerial and practical implications.
Keywords:Social media  Microblogging  Engagement  Online community  Online retailing
本文献已被 ScienceDirect 等数据库收录!
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号