Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour
Year: 2019
Type: article
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.
Source: Journal of Interactive Marketing
Author: Jie Sheng
Institution: University of Bristol
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2924633463