Customer Engagement Behaviour in Social Media Advertising: Antecedents and Consequences

Chiang, I-Ping; Lo, Shih Hui; Wang, Linghui

doi:10.7903/cmr.17673

Cited by 14 publications

(9 citation statements)

References 32 publications

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“…Results also show that sociability does not impact satisfaction when using TikTok. Chiang et al [136] indicated that sociability does not influence satisfaction and this confirmed the dependability of the results to the present research. Nguyen et al [140] quote Norbert Elias, "the issue of human relationships constitutes the base of society".…”

Section: Discussionsupporting

confidence: 90%

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The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application

Sharabati

Al-Haddad

Khasawneh

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is to define factors that influence continuous intention to use TikTok in Jordan and to what extent satisfaction with TikTok influences continuous intention to use TikTok. The current research uses a quantitative cross-sectional approach. Data was collected by online surveys and shared on several social media sites such as WhatsApp, Instagram, and Facebook. A total of 402 responses were valid for further analysis. Then, Structural Equation Modeling (SEM) was performed. The results indicate that the following factors significantly affect satisfaction: self-expression, informativeness, a sense of belonging, and trendiness in TikTok. However, the following factors do not significantly affect satisfaction: sociability, affection in TikTok, and past time in TikTok. The factors can explain 48.5% of satisfaction. Finally, satisfaction has a positive significant influence on users’ continuous intention to use TikTok and can explain 30.6% of the user’s continuous intention to use TikTok. In conclusion, the organizations have to heavily use the factors that influence the users’ satisfaction to increase users’ continuous intention.

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Section: Discussionsupporting

confidence: 90%

“…Previous studies proposed that past time is positively affecting consumer satisfaction with TikTok. Quan-Haase et al [12,136] showed that past time is positively correlated to satisfaction using Facebook. Previous research has shown that providing entertainment through social media elicits positive emotions that affect people's attitudes.…”

Section: Discussionmentioning

confidence: 99%

The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application

Sharabati

Al-Haddad

Khasawneh

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

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“…Internet advertising has become increasingly popular in recent years, and advertisers are widely using online advertising tools to provide information about their company and products [38,39]. These tools also enable enterprises to create advertisement awareness, brand awareness, and purchase intention in consumers [40][41][42].…”

Section: Literature Reviewmentioning

confidence: 99%

The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

2021

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The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

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“…The research on customer engagement has experienced a frenzied growth in recent years (Harmeling et al, 2017). Some studies have tried to investigate the relationship between customer engagement and social media (Barger et al, 2016;Hinson et al, 2019) and SMA (Chiang et al, 2017;Schivinski et al, 2016). However, academic research on customer engagement related to social media is still limited.…”

Section: Introductionmentioning

confidence: 99%

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

Mieiro

Huang

2021

JRIM

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PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

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Customer Engagement Behaviour in Social Media Advertising: Antecedents and Consequences

Cited by 14 publications

References 32 publications

The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application

The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application

The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

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