Antecedents And Outcomes Of Customer Engagement Behavior In The Airline Brand Fan Pages
The dynamic, ubiquitous, and real-time interaction enabled by social media has revolutionized marketing practices and consumer behavior; offering new ways to gather and share information and most importantly, opening new engagement and collaboration possibilities. Although the possibilities provi...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://eprints.usm.my/48538/1/CHUAHHUIWEN_THESIS%20cut.pdf |
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| Summary: | The dynamic, ubiquitous, and real-time interaction enabled by social media has
revolutionized marketing practices and consumer behavior; offering new ways to
gather and share information and most importantly, opening new engagement and
collaboration possibilities. Although the possibilities provided by social media seem
to be endless, companies often find it challenging to leverage these opportunities to
engage with customers and influence their behaviors. To fully exploit the capabilities
of social media and the associated benefits, understanding what stimulates customer
engagement behavior is imperative. To this end, this study develops a theoretical
framework to elucidate the antecedents and outcomes of customer engagement
behavior in the airline brand fan pages (BFPs), grounded in various theoretical
premises and literatures. The model was assessed using partial least squares-structural
equation modeling (PLS-SEM) with a sample of 368 fans of the Malaysian airline
Facebook pages. Four key findings are derived. First, customers’ prior gratifications
of BFP uses and brand perceptions complement and interact with each other in shaping
customers’ prior engagement with the BFPs. In other words, prior brand perceptions
moderate this relationship. Second, customers’ engagement with the BFPs prior to the
exposure to corporate social responsibility (CSR) activities carries over to influence
their (future) engagement behavior. Third, perceived CSR-brand fit acts as a ‘stimulus’
for customer engagement behavior and self-brand integration is the underlying
psychological mechanism (mediator) that facilitates this process. |
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