Customer engagement behaviour on social media platforms: a systematic literature review

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Ajiboye, T., Harvey, J. ORCID: 0000-0003-4911-6189 and Resnick, S. ORCID: 0000-0002-4471-7594, 2019. Customer engagement behaviour on social media platforms: a systematic literature review. Journal of Customer Behaviour, 18 (3), pp. 239-256. ISSN 1475-3928

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Official URL: https://doi.org/10.1362/147539219X15774563471801

Abstract

Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships between firms and customers. However there have been no systematic attempts to review the antecedents of CEB on social media despite wide recognition of its importance. Using a systematic literature review method, we provide an in-depth analysis of the extant empirical literature on CEB in relation to social media platforms. Results indicate that five key antecedent causes are identified in the literature: (1) Social links; (2) Ownership-value; (3) Search for information; (4) Involvement; and (5) Functionality represent the key antecedents of engagement for firms using social media. Our review is the first that brings together an in-depth secondary data analysis of the antecedents of CEB in social media platforms. We subsequently identify three epistemological tensions within the corpus and suggest directions for future research in order to advance the understanding of CEB in relation to social media.

Item Type:

Journal article

Alternative Title:

Systematic literature review of CEB in social media platforms [short title]

Publication Title:

Journal of Customer Behaviour

Creators:

Ajiboye, T., Harvey, J. and Resnick, S.

Publisher:

Westburn Publishers

Date:

1 September 2019