ONLINE CUSTOMER ENGAGEMENT AND RELATIONSHIP BETWEEN SOCIAL MEDIA AND ONLINE SHOPPING
DOI:
https://doi.org/10.61841/edd3t966Keywords:
Customer Engagement, Social Media, Online Shopping, Negative Experience, customer engagement, Customer lifetime valueAbstract
This study assesses 521 respondents about the frequency of purchases from the top online shopping platform. Analyzes the negative experience and customer engagement towards the review perception and other online connects between customer and brand, such as social media. Customers are asked to rank the significant aspects/features related to online shopping engagement. Among six, the easy return policy is considered the number one priority by the majority of the customers. Faster responses to the queries, complaints, and other related concerns are ranked sixth by the majority. If a customer has gone through a bad or negative experience with the brand, more than 9% of the respondents will write about the experience on the brand's platform and social media platform, which shows excellent opportunity for a strong engagement bond, which leads to a higher customer lifetime value.
Downloads
References
1. Blasco-Arcas Lorena, Hernandez-Ortega Blanca, J.-M. J. (2014). The online purchase as a context for
co-creating experiences. Drivers of and consequences for customer behavior. Internet Research, 24(3),
393–412. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
2. Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social
media: capturing innovation opportunities. Journal of Services Marketing, 32(1), 83–94.
https://doi.org/10.1108/JSM-02-2017-0059
3. Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. https://doi.org/10.1057/jma.2014.9
4. Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? ACR 2001 Proceedings, 18(2), 129–134.
5. Chen, C. Y. (2009). Who I am and how I think: The impact of self-construal on the roles of internal and external reference prices in price evaluations. Journal of Consumer Psychology, 19(3), 416–426.
https://doi.org/10.1016/j.jcps.2009.05.012
6. Chiang, H. Sen, & Hsiao, K. L. (2015). YouTube stickiness: The needs, personal, and environmental
perspective. Internet Research, 25(1), 85–106. https://doi.org/10.1108/IntR-11-2013-0236
7. Goldsmith, R. E. & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal
of Interactive Advertising, 6(2), 2–14. https://doi.org/10.1080/15252019.2006.10722114
8. Gupta, S., Pansari, A., & Kumar, V. (2018). Global Customer Engagement. Journal of International
Marketing, 26(1), 4–29. https://doi.org/10.1509/jim.17.0091
9. Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement
experience environment. Journal of Services Marketing, 29(6), 533–546.
https://doi.org/10.1108/JSM-01-2015-0045
10. Herrington, J., Oliver, R., & Reeves, T. C. (2003). Patterns of Engagement in authentic online learning
environments. Australasian Journal of Educational Technology, 19(1), 59–71.
https://doi.org/10.14742/ajet.1701
11. Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). S-D logic-informed customer engagement:
integrative framework, revised fundamental propositions, and application to CRM. Journal of the
Academy of Marketing Science, 47(1), 161–185. https://doi.org/10.1007/s11747-016-0494-5
12. Kim, H. (2014). The role of WOM and dynamic capability in B2B transactions. Journal of Research in
Interactive Marketing, 8(2), 84–101. https://doi.org/10.1108/JRIM-12-2013-0082
13. Lee, H. H. & Ma, Y. J. (2012). Consumer perceptions of online consumer product and service reviews:
Focusing on information processing confidence and susceptibility to peer influence. Journal of
Research in Interactive Marketing, 6(2), 110–132. https://doi.org/10.1108/17505931211265426
14. Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product
attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–
352. https://doi.org/10.1016/j.elerap.2007.05.004
15. Li, H., Daugherty, T., & Biocca, F. (2003). The Role of Virtual Experience in Consumer Learning.
Journal of Consumer Psychology, 13(4), 395–407. https://doi.org/10.1207/S15327663JCP1304_07
16. Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of
loyalty programmes. International Journal of Retail and Distribution Management, 42(10), 929–947.
https://doi.org/10.1108/IJRDM-11-2013-0208
17. Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21–42.
https://doi.org/10.1177/0022242919873903
18. Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer
experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9)
10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
19. Pansari, A. & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences.
Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
20. Schibrowsky, J. A., Peltier, J. W., & Nill, A. (2007). The state of internet marketing research: A review of the literature and future research directions. European Journal of Marketing, 41(7–8), 722–733. https://doi.org/10.1108/03090560710752366
21. Smith, J. B. & Colgate, M. (2007). Customer value creation: A practical framework. Journal of
Marketing Theory and Practice, 15(1), 7–23. https://doi.org/10.2753/MTP1069-6679150101
22. Stone, M., Woodcock, N., Ekinci, Y., Aravopoulou, E., & Parnell, B. D. (2019). SCHEMA:
Information on marketing and customer engagement performance—reality versus dreams. Bottom Line,
Vol. 32, pp. 98–116. https://doi.org/10.1108/BL-02-2019-0065
23. Tripathi, M. N. (2014). Customer Satisfaction and Engagement: Customer Retention strategies for
brand manager. Journal of Management, 11(1), 124–134. Retrieved from
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=a8ea813a-a836-4553-aa53-
ea333857a714@sessionmgr4002&vid=1&hid=4203
24. Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
