A dynamic framework for managing customer engagement on social media

Shawky, Sara; Kubacki, Krzysztof; Dietrich, Timo; Weaven, Scott

doi:10.1016/j.jbusres.2020.03.030

Cited by 92 publications

(128 citation statements)

References 46 publications

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Section: Literature Reviewmentioning

confidence: 99%

“…This study applies and builds on the multi-actor engagement framework proposed by Shawky, Kubacki, Dietrich and Weaven [ 10 ]. The framework provides an “integrated, dynamic and measurable framework for managing customer engagement on social media” enabling marketers to understand the different levels of engagement and measure the success of their campaigns [ 10 ]. As social media grows beyond simple dyadic exchanges between customers and companies, the multi-actor engagement framework operationalizes the different levels of engagement in a multi-actor ecosystem where customers, fans, organizations and stakeholders all contribute to levels of engagement with content.…”

Section: Literature Reviewmentioning

confidence: 99%

“…This study aims to empirically test the effectiveness of three advertising appeals (i.e., positive, negative and coactive) delivered via social media. Effectiveness is evaluated using online engagement [ 10 ] and behavioral actions.…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, there is limited understanding of social media advertising’s effect on actual behavior. Further, the relationship between online engagement and behavior is not reflected in social media marketing models [ 10 ] and models derived from empirical-based evaluation are needed to address this gap. To this end, the current study investigates social media advertising appeals, comparing three appeals’ (negative, positive and coactive) effects on online engagement and prosocial behavior.…”

Section: Introductionmentioning

confidence: 99%

“…To this end, the current study investigates social media advertising appeals, comparing three appeals’ (negative, positive and coactive) effects on online engagement and prosocial behavior. Drawing on empirical results, this paper proposes an extension to the social media multi-actor engagement framework outlined by Shawky, Kubacki, Dietrich and Weaven [ 10 ] linking online engagement to behavior. The current study’s focus on social media advertising effectiveness is important theoretically and practically.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

Self Cite

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Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

Self Cite

View full text Add to dashboard Cite

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Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Pelet,

Taieb,

Lecat

et al. 2023

J of Consumer Behaviour

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This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co‐op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.

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Emotional appeals effectiveness in enhancing charity digital advertisements

Yousef

Dietrich

Rundle‐Thiele

et al. 2022

Journal of Philanthropy and Marketing

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Advertising appeals effectiveness has long been a point of debate in the literature.This study empirically tests hope and shame online advertisements aimed at enhancing donation quality to charities. Following a sequential research design the current research carries two studies to tests the effect of hope and shame appeal messages on social media on behavioral engagement measures, guided by the multi-actor engagement framework. Findings indicate shame appeals framed as losses are more effective in driving engagement than hope gain framed messages. The overall findings provide supporting evidence for the interplay between negative emotions and message framing. To achieve higher engagement and trigger behavior change while utilizing budgets effectively, charities would benefit from utilizing loss framed and shame inducing advertising messages.

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A dynamic framework for managing customer engagement on social media

Cited by 92 publications

References 46 publications

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

Emotional appeals effectiveness in enhancing charity digital advertisements

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