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    A process model for identifying online customer engagement patterns on Facebook brand pages

    Access Status
    Fulltext not available
    Authors
    Potdar, Vidyasagar
    Joshi, S.
    Harish, R.
    Baskerville, Richard
    Wongthongtham, Pornpit
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Potdar, V. and Joshi, S. and Harish, R. and Baskerville, R. and Wongthongtham, P. 2018. A process model for identifying online customer engagement patterns on Facebook brand pages. Information Technology & People. 31 (2): pp. 595-614.
    Source Title
    Information Technology & People
    DOI
    10.1108/ITP-02-2017-0035
    ISSN
    0959-3845
    School
    School of Management
    URI
    http://hdl.handle.net/20.500.11937/69009
    Collection
    • Curtin Research Publications
    Abstract

    © 2018 Emerald Publishing Limited. Purpose: The purpose of this paper is to develop and empirically test a process model (comprising of seven dimensions), for identifying online customer engagement patterns leading to recommendation. These seven dimensions are communication, interaction, experience, satisfaction, continued involvement, bonding, and recommendation. Design/methodology/approach: The authors used a non-participant form of netnography for analyzing 849 comments from Australian banks Facebook pages. High levels of inter-coder reliability strengthen the study’s empirical validity and ensure minimum researcher bias and maximum reliability and replicability. Findings: The authors identified 22 unique pattern of customer engagement, out of which nine patterns resulted in recommendation/advocacy. Engagement pattern communication-interaction-recommendation was the fastest route to recommendation, observed in nine instances (or 2 percent). In comparison, C-I-E-S-CI-B-R was the longest route to recommendation observed in ninety-six instances (or 18 percent). Of the eight patterns that resulted in recommendation, five patterns (or 62.5 percent) showed bonding happening before recommendation. Research limitations/implications: The authors limited the data collection to Facebook pages of major banks in Australia. The authors did not assess customer demography and did not share the findings with the banks. Practical implications: The findings will guide e-marketers on how to best engage with customers to enhance brand loyalty and continuously be in touch with their clients. Originality/value: Most models are conceptual and assume that customers typically journey through all the stages in the model. The work is interesting because the empirical study found that customers travel in multiple different ways through this process. It is significant because it changes the way the authors understand patterns of online customer engagement.

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