دانلود رایگان مقاله انگلیسی رفتارهای تعامل مشتری در رسانه های اجتماعی: گرفتن فرصت های نوآوری - امرالد 2018

Abstract

Purpose – Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus–organism–response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Design/methodology/approach – Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. Findings – The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. Research limitations/implications – The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. Originality/value – The findings have important implications for the design and optimization of online services in the customer engagementinnovation interface to harness CEBs for innovation performance.

Limitations and directions for future research

The research reported in this paper has a number of limitations. First, in our study, we identified two drivers of customer participation in innovation-related CEBs, namely, customer feedback and collaboration intentions. Future research can extend the model to include additional factors that capture the conceptual richness of CEBs, such as those conceptualized by Jaakkola and Alexander (2014) and Groeger et al. (2016) including influencing, augmenting, mobilizing and market/ brand co-creating behaviours. Second, the study is limited by the cross-sectional nature of the research that adopts subjective survey data to assess consumers’ perceptions of innovationrelated CEBs in social media where respondents might be biased with their answers or even inconsistent with their actual opinion or behaviour. Future research may use objective measurements to assess the actual CEBs on social media and how it translates to innovation opportunities for brands. Finally, the study context relied on retrospective assessments of US customers with brand pages using the Facebook social media platform to empirically assess the hypotheses. As such, future studies could explore the generalizability of the framework to other country settings and social media platforms such as Youtube and Instagram in Western markets and Weibo, WeChat in China.