Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

Author:

So Kevin Kam Fung12,Li Jing3ORCID,King Ceridwyn4,Hollebeek Linda D.56789ORCID

Affiliation:

1. School of Hospitality and Tourism Management, Spears School of Business Oklahoma State University Stillwater Oklahoma USA

2. College of Hotel & Tourism Management Kyung Hee University Seoul Republic of Korea

3. Department of Hospitality and Retail Management, College of Human Sciences Texas Tech University Lubbock Texas USA

4. White Lodging‐J.W. Marriott, Jr. School of Hospitality and Tourism Management Purdue University West Lafayette Indiana USA

5. Sunway Business School Sunway University Bandar Sunway Malaysia

6. Department of Marketing Vilnius University Vilnius Lithuania

7. Department of Business Administration Tallinn University of Technology Tallinn Estonia

8. Umea School of Business, Economics & Statistics Umea University Umeå Sweden

9. Department of Business Administration Lund University Lund Sweden

Abstract

AbstractAlthough customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross‐sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses‐and‐gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post‐purchase stage of the consumption journey. Cross‐lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross‐lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross‐lagged effects arise from (a) firm‐based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.

Publisher

Wiley

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