Do Social Media Characteristics Trigger Customer Engagement? An Empirical Study On Smart Phone Brands

Öz

Even though, smart-phone becomes the foremost important object in consumers’ lives, companies strive to establish a long-term and steady relationship via media channels. In that vein, social media emerged as a novel way to improve consumer engagement with the brands. This study aims to examine the social media characteristics’, which are entertainment, customization, interaction, word of mouth and trend on customer engagement. A quantitative research type is adopted. Data collection method is online survey with a sample size of 334 respondents. The study has three major findings. First, interactivity is found to be improving both cognitive and emotional engagement. Second, customized entertainment of social media sites’ seemed to enhance cognitive engagement. Third, trendiness and word of mouth (WOM) are cultivating emotional engagement. This study contributes to the current literature by offering insights to improve both cognitive and emotional engagement.

Anahtar Kelimeler

• Entertainment
• Cognitive Engagement
• Emotional Engagement
• Social Media
• Interactivity
• Bilişsel Katılım
• Bilişsel Katılım
• Duygusal Katılım
• Sosyal Medya
• Etkileşim
• Eğlence

Sosyal Medya Özellikleri Müşteri Bağlılığını Tetikler mi? Akıllı Telefon Markaları Üzerine Ampirik Bir Çalışma

Öz

Sosyal medya, tüketicinin markalarla etkileşimini geliştirmenin yeni bir yolu olarak ortaya hayatımıza girdi. Çok geçmeden, sektörleri ne olursa olsun şirketler, medya kanalları aracılığıyla uzun vadeli ve istikrarlı bir ilişki kurmak için sosyal medyanın stratejik önemini fark ettiler. Bu çalışma, eğlence, kişiselleştirme, etkileşim, ağızdan ağıza iletişim ve trend olman gibi sosyal medya özelliklerinin müşteri katılımına etkisini incelemeyi amaçlamaktadır. Nicel bir araştırma türü benimsenmiştir. Veri toplama yöntemi, çevrimiçi ankettir. Kolayda örneklem yöntemi kullanılarak, 334 katılımcıdan kullanılabilir veri elde edilmiştir. Yapısal Eşitlik Modeli isle hipotez testi yapılmıştır. Araştırmanın üç ana bulgusu göze çarpmaktadır. İlk olarak, etkileşimin hem bilişsel hem de duygusal katılımı geliştirdiği bulunmuştur. İkincisi, sosyal medya sitelerinin özelleştirilmiş eğlencesi hem bilişsel hem de duygusal katılımı artırıyor gibi görünüyordu. Bununla birlikte, her iki değişken de müşteri katılımına katkıda bulunma eğilimindedir, ancak esas olarak duygusal katılım ön plana çıkmaktadır. Üçüncüsü, trendin ve ağızdan ağıza iletişimin (WOM) müşteri katılımı üzerindeki etkileri bu araştırma kapsamında tespit edilmemiştir. Bu çalışma, müşteri katılımı konusundaki sosyal medya özelliklerini inceleyen ve katılımın nasıl geliştirilebileceğine dair içgörüler sunan mevcut literatüre katkıda bulunmaktadır.

Anahtar Kelimeler

• Bilişsel Katılım
• Duygusal Katılım
• Sosyal Medya
• Etkileşim
• Eğlence

Kaynakça

1. Barhemmati, N., & Ahmad, A. (2015). Effects of social network marketing (SNM) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science Vol, 3(4).
2. Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
3. Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223-235. https://doi.org/10.1016/j.jbusres.2020.02.032
4. Bilal, M., Jianqiu, Z., Akram, U., Tanveer, Y., Sardar, T., & Rasool, H. (2020). Understanding the Effects of Internet Usage Behavior on eWOM. International Journal of Information Systems in the Service Sector (IJISSS), 12(3), 93-113.
5. Breidbach, C., Brodie, R., & Hollebeek, L. (2014). Beyond virtuality: from engagement platforms to engagement ecosystems.https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2689991.
6. Cano, M. B., Perry, P., Ashman, R., & Waite, K. (2017). The influence of image interactivity upon user engagement when using mobile touch screens. Computers in Human Behavior, 77, 406-412.
7. Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61, 102574.
8. Carlson, J., Gudergan, S.P., Gelhard, C. & Rahman, M.M. (2019). Customer engagement with brands in social media platforms. European Journal of Marketing, 53 (9), 1733-1758.

9. Davis, R., Sajtos, L., & Chaudhri, A. A. (2011). Do consumers trust mobile service advertising?. Contemporary Management Research, 7(4).
10. Geho, P. R., & Dangelo, J. (2012). The evolution of social media as a marketing tool for entrepreneurs. The Entrepreneurial Executive, 17, 61.
11. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
12. Hair, J. F. (1995). ua (1995): Multivariate Data Analysis with Readings. Englewood Cliffs.
13. Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Social media and value creation: the role of interaction satisfaction and interaction immersion. Journal of Interactive Marketing, 36, 121-133. Doi: https://doi.org/10.1016/j.intmar.2016.07.001.
14. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
15. Hollebeek, L. D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I. O., Jarvis, W., & Chen, T. (2016). Epilogue to the special issue and reflections on the future of engagement research. Journal of Marketing Management, 32(5-6), 586-594.
16. Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business & Management, 6(1), 1698793.
17. Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management. 28(2), pp. 200-215. https://doi.org/10.1108/JPBM-04-2018-1852
18. Kao, T. Y., Yang, M. H., Wu, J. T. B., & Cheng, Y. Y. (2016). Co-creating value with consumers through social media. Journal of Services Marketing.30(2), 141-151 Doi: https://doi.org/10.1108/JSM-03-2014-0112.
19. Kim, J., & Lee, K. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99, 422-429.
20. Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18-25.
21. Loginova, O. (2010). Brand familiarity and product knowledge in customization. International Journal of Economic Theory, 6(3), 297-309.
22. Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228.
23. Scheinbaum, A.C. (2016). Digital engagement: opportunities and risks for sponsors: consumer-Viewpoint and practical considerations for marketing via mobile and digital platforms. Journal of Advertising Research, 56(4), 341-345.
24. So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). Enhancing customer relationships with retail service brands: The role of customer engagement. Journal of Service Management, 27(2), 170-193.
25. Solem, B. A. A., & Pedersen, P. E. (2016). The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media. Journal of Marketing Management, 32(5-6), 445-468.
26. Standing, C., Holzweber, M., & Mattsson, J. (2016). Exploring emotional expressions in e-word-of-mouth from online communities. Information Processing & Management, 52(5), 721-732.
27. Subramani Parasuraman, A. T. S., Yee, S. W. K., Chuon, B. L. C., & Ren, L. Y. (2017). Smartphone usage and increased risk of mobile phone addiction: A concurrent study. International journal of pharmaceutical investigation, 7(3), 125.
28. Şahin, İ., Gülmez, M., & Ersoy, E. (2019). Social Media Marketing and e-WOM: Young Consumers' Online Brand-Related Activities, Attitudes and Engagement. Journal of Internet Applications & Management/İnternet Uygulamaları ve Yönetimi Dergisi, 10(1).
29. Zheng, R. Z. (2018). Personalization with digital technology: a deep cognitive processing perspective. In Digital technologies and instructional design for personalized learning (pp. 1-27) IGI Global.