Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

Jie Sheng

116 citations0/0 files storedJournal of Interactive Marketing

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Digital Marketing and Social Media Customer Service Quality and Loyalty Public Relations and Crisis Communication

Abstract

This research investigates the behavioral effects of firms’ online activeness in influencing customer engagement in word-of-mouth communications. Using a large-scale field dataset of hotel reviews and managerial responses, this study empirically examines firm responsiveness in relationship to community members’ participation in the online review posting. Novel findings are reported that response volume and speed are important for effecting firm–customer interactions. This highlights a firm-leading influence on customers’ word-of-mouth behaviour by identifying firm engagement as a motivational driver of customer engagement. It offers implications for researchers and practitioners with regard to social media marketing, in particular firm engaging in the online communication network by acting in an active and prompt manner.

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1997Dynamic capabilities and strategic management 2009Users of the world, unite! The challenges and opportunities of Social Media 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand 2009Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

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