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Title:
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ONLINE BRAND COMMUNITIES IN SOCIAL
COMMERCE: IDENTIFYING FACTORS AFFECTING
CUSTOMER ENGAGEMENT |
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Author(s):
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Pelin Bayraktar and Sevgi Özkan Y?ld?r?m |
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ISBN:
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978-989-8533-87-6 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías, Philip Powell, Pascal Ravesteijn and Guido Ongena |
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Year:
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2019 |
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Edition:
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Single |
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Keywords:
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Customer Engagement, Brand Communities, Engagement Dimensions, Brand Loyalty |
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Type:
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Full Paper |
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First Page:
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107 |
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Last Page:
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114 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Social commerce is defined as a new wave of e-commerce in which traditional e-commerce is mediated by social media
and social networking services in order to promote online transactions and shopping-related information exchanges. One
of the main application of social commerce is online brand communities. Although utilization of social media in order
to advance customer brand engagement has proliferated significantly in recent years, most of the companies do not meet
the expected level of engagement of their customers. Overall, the key factors that could explain customer engagement are
not yet thoroughly identified. Therefore, the current study develops a conceptual customer engagement model that aims
to explain customer engagement in online brand communities. Customer engagement in brand social media is related to
interactions and communications with the brand and other customers. In this study, the antecedents and outcomes of
customer engagement dimensions will be investigated. As different dimensions of engagement can be influenced by
factors from different aspects, it is important to cover as many categories as possible. Therefore, the model includes
various factor categories including social, brand related, self-oriented and contend related factors drawn from relevant
literature. The research instrument was designed, and a pilot study was conducted with 75 participants to assure content
validity and to test reliability. The paper contributes to understanding the factors influencing each dimension of customer
engagement to brand communities. |
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