Driving marketing outcomes through social media-based customer engagement

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annif.suggestionssocial media|marketing|relationship marketing|customers|customer experience|customer relationship management|committing oneself|marketing communication|digital marketing|trust|enen
annif.suggestions.linkshttp://www.yso.fi/onto/yso/p20774|http://www.yso.fi/onto/yso/p5878|http://www.yso.fi/onto/yso/p14047|http://www.yso.fi/onto/yso/p3294|http://www.yso.fi/onto/yso/p24882|http://www.yso.fi/onto/yso/p8530|http://www.yso.fi/onto/yso/p13419|http://www.yso.fi/onto/yso/p6988|http://www.yso.fi/onto/yso/p23942|http://www.yso.fi/onto/yso/p1725en
dc.contributor.authorKulikovskaja, Viktorija
dc.contributor.authorHubert, Marco
dc.contributor.authorGrunert, Klaus G.
dc.contributor.authorZhao, Hong
dc.contributor.facultyfi=Markkinoinnin ja viestinnän yksikkö|en=School of Marketing and Communication|-
dc.contributor.orcidhttps://orcid.org/0000-0001-8482-184X-
dc.contributor.organizationfi=Vaasan yliopisto|en=University of Vaasa|
dc.date.accessioned2024-03-05T07:46:35Z
dc.date.accessioned2025-06-25T13:11:47Z
dc.date.available2024-03-05T07:46:35Z
dc.date.issued2023-06-11
dc.description.abstractFirms recognize the increasing potential of digital services to enhance customer engagement behaviors. Drawing on customer engagement and user gratification theory, two studies were conducted among Chinese consumers: an online survey and a field study. The results reveal varying effects of content types on customer engagement and underline a mediating role of engagement between content types and marketing outcomes. It is worth noting that the relational content type displays greater mediating effects compared to other content types. The findings provide new insights for development of digital content marketing strategies to enhance customer engagement and thereby generate marketing outcomes.-
dc.description.notification© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).-
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|-
dc.format.bitstreamtrue
dc.format.contentfi=kokoteksti|en=fulltext|-
dc.format.extent15-
dc.identifier.olddbid20045
dc.identifier.oldhandle10024/16969
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/1674
dc.identifier.urnURN:NBN:fi-fe202403059876-
dc.language.isoeng-
dc.publisherElsevier-
dc.relation.doi10.1016/j.jretconser.2023.103445-
dc.relation.funderSino-Danish Center for Education and Research (SDC)-
dc.relation.ispartofjournalJournal of Retailing and Consumer Services-
dc.relation.issn1873-1384-
dc.relation.issn0969-6989-
dc.relation.urlhttps://doi.org/10.1016/j.jretconser.2023.103445-
dc.relation.volume74-
dc.rightsCC BY 4.0-
dc.source.identifierWOS:001025950200001-
dc.source.identifierScopus:85161698454-
dc.source.identifierhttps://osuva.uwasa.fi/handle/10024/16969
dc.subjectCustomer engagement-
dc.subjectCustomer loyalty-
dc.subjectWord-of-mouth-
dc.subjectUses and gratification theory-
dc.subject.disciplinefi=Markkinointi|en=Marketing|-
dc.subject.ysosocial media-
dc.titleDriving marketing outcomes through social media-based customer engagement-
dc.type.okmfi=A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä|en=A1 Peer-reviewed original journal article|sv=A1 Originalartikel i en vetenskaplig tidskrift|-
dc.type.publicationarticle-
dc.type.versionpublishedVersion-

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