Exploring Customer Engagement on Social Networking Sites

Malhan, Mohit; Dewani, Prem Prakash; Nigam, Achint; Vaz, Daicy; Ogbeibu, Emmanuel Akaehomen Abumere

doi:10.4018/jgim.296724

Cited by 6 publications

(3 citation statements)

References 99 publications

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“…The new means enabled consumers to participate in value creation by interacting not only with sellers, but with other customers and stakeholders (Malhan et al, 2021). Consumers have become active co-creators, contributing to the fulfillment of companies' marketing functions, e.g., recommending a given company and its products to other customers, co-creating new products and content along with the company, and supporting other customers in using the company's products (Jaakkola, Alexander, 2014; Rosado-Pinto, Loureiro, 2020).…”

Section: Introductionmentioning

confidence: 99%

Untitled

2024

SPSUTOM

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The aim of the study is to determine the role of multimedia technologies used in architecture for socially significant communication. It is important to answer the following question: Can the content and graphic shapes included in the façade be used to shape public awareness and create social identity? One of the objectives is to examine the marketing potential of a message included in an image on a façade, and the possibilities of using it in building a region's brand. Design/methodology/approach: The examination included 15 buildings in which various multimedia technologies were used with the intention to create a message. Among the solutions applied in these objects are those in which the message is composed directly, by a metaphor, or indirectly in combination with the architectural features. The research material was analysed, and groups of useful subjects were selected for further investigation: -Promotion of a town.-Accentuating the location.-Accentuating the importance of events.-Popularisation of art.-Façade as a display and information channel. Findings: groups of subjects were selected, which might be used in creating social integration and regional marketing. Research limitations/implications:The below research is of preliminary character. In next steps, other aspects could be added, e.g. multimedia technologies, or seeking means of expression, methods of building images. Practical implications: The article presents the possibilities that multimedia systems offer in the area of message creation. It could potentially give direction to decision-makers with regard to their marketing activities, or the efforts to accentuate certain public functions of a town or region. The results of this research may interest investors, architects, and artists. The anticipated effect is that both awareness and the frequency of using multimedia systems will grow. Social implications: The article discusses the questions of the social role of art and façade graphics in architecture. It examines the effects of a message contained in an image on the issues of social identity and developing bonds. Originality/value: The study proves that façade graphics have a substantial impact, and it shows the possibilities of using such graphics in regional marketing; it also mentions their form, scope, and means.

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Section: Introductionmentioning

confidence: 99%

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2024

SPSUTOM

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“…As of July 2021, Facebook leads the world with the highest number of active users. (Malhan et al, 2022;Statista, 2021). Facebook has about 1.56 billion daily active users (Facebook Marketing, 2023).…”

Section: Introductionmentioning

confidence: 99%

Determinants of Social Image Satisfaction in Facebook Commerce

Changchit,

Loveland,

Cutshall

et al. 2024

Journal of Global Information Management

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Facebook commerce has become increasingly popular, especially for consumer-to-consumer (C2C) transactions. This trading channel is highly utilized for local transactions and for connecting people with similar interests, thus making it an especially useful channel for buying and selling pre-owned luxury products. This study aims at examining the determinants of customers' social image satisfaction with the purchase of pre-owned luxury brand watches via the Facebook-commerce channel. Data were collected from two hundred Thai consumers who are the members of the pre-owned luxury brand watch Facebook group. The results revealed factors which significantly influence customers' social image satisfaction toward a pre-owned luxury brand watch. The findings also showed that the perceived symbolic value plays an important mediating role in the relationship between perceived experiential value and social image satisfaction.

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“…Collection and Use of Personal Information (CUPI) is an important factor in user engagement, as users who are concerned about how their data will be used and shared are less likely to engage with a platform [8,24,38] unless they are effectively reassured that the platform protects their data. The effect of CUPI can be influenced by a number of factors, including the perceived trustworthiness of the platform, the user's own privacy concerns and the platform's privacy practices [101,102]. Platforms can address the appropriate scepticism inherent in CUPI by being transparent about how they collect and use data, by building trust with users and by taking steps to protect user privacy.…”

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confidence: 99%

Privacy Concerns in Social Commerce: The Impact of Gender

Mutambik,

Lee,

Almuqrin

et al. 2023

Sustainability

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Today, social commerce is one of the most rapidly growing subsectors of e-commerce, creating new opportunities for brands of all types and sizes. However, despite its popularity and potential, social commerce faces significant challenges, including issues of privacy, trust and ethics. This paper sets out to identify key aspects of privacy which influence ongoing user engagement with social commerce, so that social media, and other social commerce, platforms can more effectively address the issue. In particular, the paper seeks to determine the extent to which these aspects of privacy are a function of gender and, therefore, to increase our understanding of the role of gender in determining a user’s likelihood of sustainable engagement with s-commerce. To explore these issues, the study deploys a mixed methodology (semi-structured interviews and questionnaires) to examine the views of a broad demographic of s-commerce users in Saudi Arabia. The results allowed us to identify three distinct aspects of online privacy that significantly influence the likelihood of engaging in s-commerce and also demonstrated that the relative importance of these aspects is a function of gender. The study enhances current understanding of the role of gender in intention to use s-commerce and provides a framework for further research. The findings of the study will be of interest to all parties involved in the design and provision of s-commerce services, including social media platforms.

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Exploring Customer Engagement on Social Networking Sites

Cited by 6 publications

References 99 publications

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Determinants of Social Image Satisfaction in Facebook Commerce

Privacy Concerns in Social Commerce: The Impact of Gender

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