nach oben

Erschienen in:

2021 | OriginalPaper | Buchkapitel

Towards an Understanding of the Intention to Engage on Facebook

verfasst von : Diep Ngoc Nguyen, Nora Sharkasi

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Facebook is attracting marketers’ attention as a productive tool for generating successful marketing campaigns. Understanding the aspects influencing customers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the latent dependent variable, individual intention to engage on Facebook (FB), and the components of the latent independent variables; crowd’s engagement, cognitive and affective trust components, and order-related risk factors, by using a five-point anchored scale of the intention to purchase for measurement. The results showed that the crowd’s engagement behavior is positively associated to the intention to follow a brand’s FB page, while financial risk found to be negatively associated to the intention to share or like a brand’s FB content. Results also suggested it could be a good practice to avoid symbols and emoji’s in the advert’s primary text, and that trusted FB friends’ engagement behavior is positively related to the intention to comment, making it a suitable candidate for harboring e-WoM. This study helps practitioners identify important factors for the success of digital marketing campaigns.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Digital Transformation Induced by the Covid-19 Pandemic

Nächstes Kapitel Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions

Alfina, I., Ero, J., Hidayanto, A.N., Shihab, M.R.: The impact of cognitive trust and e-WoM on purchase intention in C2C e-commerce site. J. Comput. Sci. 10(12), 2518–2524 (2014). https://doi.org/10.3844/jcssp.2014.2518.2524CrossRef

Ananda, A.S., Hernández-García, Á., Acquila-Natale, E., Lamberti, L.: What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pac. J. Mark. Logist. 31(2), 398–418 (2019). https://doi.org/10.1108/APJML-03-2018-0115CrossRef

Berger Paul, D., Mathur, P., Black Jennifer, E., Cao, J., Weinberg Bruce, D.: The impact of social media usage on consumer buying behavior. Adv. Manag. 5(1) (2012)

Bhatnagar, A., Misra, S., Rao, H.R.: On risk, convenience and internet shopping behaviour. Commun. ACM 43(11), 98–105 (2000)CrossRef

Chen, Y.R.: Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: a study of WeChat in China. Public Relat. Rev. 43, 945–954 (2017)CrossRef

Chen, C.C., Chen, X.-P., Meindl, J.R.: How can cooperation be fostered? The cultural effects of individualism-collectivism. Acad. Manag. J. 23(2), 285–304 (1998)

Cunningham, L., Gerlach, J., Harper, M.: Perceived risk and e-banking services: an analysis from the perspective of the consumer. J. Financ. Serv. Mark. 10, 165–178 (2005)CrossRef

Doolin, B., Doolin, S., Thompson, F., Corner, J.L.: Perceived risk, the internet shopping experience and online purchasing behavior: a New Zealand perspective. JGIM 13, 66–88 (2005). https://doi.org/10.4018/jgim.2005040104CrossRef

Malthouse, E.C., Calder, B.J., Kim, S.J., Vandenbosch, M.: Evidence that user-generated content that produces engagement increases purchase behaviors. J. Mark. Manag. 32(5–6), 427–444 (2016). https://doi.org/10.1080/0267257X.2016.1148066CrossRef

Gerber, C., Ward, S., Goedhals-Gerber, L.: The impact of perceived risk on on-line purchase behaviour. Risk Gov. Control Financ. Markets Inst. 4, 99–106 (2014). https://doi.org/10.22495/rgcv4i4c1art4CrossRef

Gummerus, J., Liljander, V., Weman, E., Pihlström, M.: Customer engagement in a Facebook brand community. Manag. Res. Rev. 35(9), 857–877 (2012)CrossRef

Hsieh, Y.C., Chen, K.H.: How different information types affect viewer’s attention on internet advertising. Comput. Hum. Behav. 27(2), 935–945 (2011). https://doi.org/10.1016/j.chb.2010.11.019CrossRef

Hutter, K., Hautz, J., Dennhardt, S., Füller, J.: The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. J. Prod. Brand Manag. 22(5/6), 342–351 (2013)CrossRef

Hyun, S.S., Kim, W., Lee, M.J.: The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: the moderating role of advertising-induced arousal. Int. J. Hosp. Manag. 30(3), 689–700 (2011). https://doi.org/10.1016/j.ijhm.2010.10.008CrossRef

Tsai, J.C., Hung, S.Y.: Examination of community identification and interpersonal trust on continuous use intention: evidence from experienced online community members. Inf. Manag. 56(4), 552–569 (2019). https://doi.org/10.1016/j.im.2018.09.014. ISSN 0378-7206CrossRef

Prpic, J., Shukla, P.: The theory of crowd capital. In: 46th Hawaii International Conference on System Sciences, Wailea, Maui, HI, pp. 3505–3514 (2013). https://doi.org/10.1109/HICSS.2013.545

Loiacono, E.T., Watson, R.T., Goodhue, D.L.: WEBQUAL: a measure of website quality. In: Evans, K., Scheer, L. (eds.) 2002 Marketing Educators’ Conference: Marketing Theory and Applications, pp. 432–437 (2002)

Metev, D.: How Much Time Do People Spend on Social Media? [63+ Facts to Like, Share and Comment]. Review 42, 21 November 2020. https://review42.com/how-much-time-do-people-spend-on-social-media/#:~:text=16%2D24%2Dyear%2Dolds,on%20social%20networking%20in%202019

McAllister, D.: Affect-and Cognition-based trust formations for interpersonal cooperation in organizations. Acad. Manag. J. 38, 24–59 (1995). https://doi.org/10.2307/256727CrossRef

Miyazaki, A., Fernandez, A.: Consumer perceptions of privacy and security risks for online shopping. J. Consum. Aff. 35(1), 27–44 (2001). https://www.jstor.org/stable/23860070. Accessed 6 Oct 2020

Moran, G., Muzellec, L., Johnson, D.: Message content features and social media engagement: evidence from the media industry. J. Prod. Brand Manag. 29(5), 533–545 (2019). https://doi.org/10.1108/JPBM-09-2018-2014CrossRef

Nantel, J., Glaser, E.: The impact of language and culture on perceived website usability. J. Eng. Technol. Manag. 25(1/2), 112–122 (2008)CrossRef

Sabel, C.F.: Studies trust: building new forms of cooperation inavolatile economy. Hum. Relat. 46(9), 1133–1170 (1993)CrossRef

Schiffman, L.G., Kanuk, L.L.: Consumer Behavior. Prentice-Hall, Englewood Cliffs (1994)

Schivinski, B., Christodoulides, G., Dabrowski, D.: Measuring consumers’ engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands. J. Advert. Res. 56(1), 64–80 (2016). https://doi.org/10.2501/JAR-2016-004CrossRef

Shailashree, B.: Social media for grassroots development. Int. J. Humanit. Soc. Sci. Invention (IJHSSI) 8(2), 27–33 (2019)

Simola, J., Kuisma, J., Oorni, A., Uusitalo, L., Hyona, J.: The impact of salient advertisements on reading and attention on web pages. J. Exp. Psychol. Appl. 17(2), 174–190 (2011). https://doi.org/10.1037/a0024042CrossRef

Singh, J., Crisafulli, B., Quamina, L.T., Xue, M.T.: ‘To trust or not to trust’: the impact of social media influencers on the reputation of corporate brands in crisis. J. Bus. Res. 119, 464–480 (2020)CrossRef

Hazari, S., Bergiel, B.J., Sethna, B.N.: Hedonic and utilitarian use of user-generated content on online shopping websites. J. Mark. Commun. 23(6), 572–591 (2017). https://doi.org/10.1080/13527266.2016.1143383CrossRef

Tandoc, E.C., Huang, A., Duffy, A., Ling, R., Kim, N.: To share is to receive: news as social currency for social media reciprocity. J. Appl. Journal. Media Stud. 9(1), 3–20 (2020). https://doi.org/10.1386/ajms_00008_1CrossRef

Torkzadeh, G., Dhillon, G.: Measuring factors that influence the success of Internet commerce. Inf. Syst. Res. 13(2), 187–204 (2002)CrossRef

Tsimonis, G., Dimitriadis, S.: Brands strategies in social media. Mark. Intell. Plann. 32(3), 328–344 (2014)CrossRef

Van Doorn, J., Lemon, K.E., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C.: Customer engagement behavior: theoretical foundations and research directions. J. Serv. Res. 13(3), 253–266 (2010)CrossRef

Vijayasarathy, L.R., Jones, J.M.: Print and internet catalog shopping: assessing attitudes and intentions. Internet Res. 10(3), 191–202 (2000)CrossRef

Yang, S., Lin, S., Carlson, J.R., Ross, W.T.: Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness? J. Mark. Manag. 32(5–6), 526–557 (2016). https://doi.org/10.1080/0267257X.2016.1143863CrossRef

Zhang, A.Y., Tsui, A.S., Song, L.J., Li, C., Jia, L.: How do I trust thee? The employee-organization relationship, supervisory support, and middle manager trust in the organization. Hum. Resour. Manag. 47, 111–132 (2008). https://doi.org/10.1002/hrm.20200CrossRef

Zhou, Z., Zhang, Q., Su, C., Zhou, N.: How do brand communities generate brand relationships? Intermediate mechanisms. J. Bus. Res. 65, 890–895 (2012). https://doi.org/10.1016/j.jbusres.2011.06.034CrossRef

Titel: Towards an Understanding of the Intention to Engage on Facebook
verfasst von: Diep Ngoc Nguyen
Nora Sharkasi
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-76520-0_7

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"