The Effects of Brand Engagement in Social Media on Share of Wallet
Karjaluoto, H., Munnukka, J., & Tiensuu, S. (2015). The Effects of Brand Engagement in Social Media on Share of Wallet. In R. Bons, J. Versendaal, A. Pucihar, & M. K. Borstnar (Eds.), Proceedings of the 28th Bled eConference : #e WellBeing (pp. 436-448). Moderna organizacija. https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf
Date
2015Copyright
© The Authors. This is a final draft version of an article whose final and definitive form has been published in the Proceedings of the 27th Bled eConference "eWellBeing".
Customer engagement and share‐of‐wallet (SOW) are relatively new in the marketing
literature, and academic research has only limitedly examined these concepts. This study
presents five motivational drivers of customer brand engagement in social media and examines
the nature of the relationship between these drivers and engagement. The moderation effect of
consumer innovativeness on the relationship between engagement and SOW is also examined.
Results suggest that community exerts the strongest positive effect on customer brand
engagement and that such engagement positively influences SOW. The findings also indicate
that consumer innovativeness strengthens the relationship between engagement and SOW.
The findings also show that frequency of visits on the brand community site predict higher
SOW. This study contributes to the understanding of customer brand engagement by describing
how online brand community engagement and its antecedents drive SOW.
Publisher
Moderna organizacijaISBN
978-961-232-281-6Parent publication ISBN
Conference
Bled eConferenceIs part of publication
Proceedings of the 28th Bled eConference : #e WellBeing
Original source
https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdfPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/25254491
Metadata
Show full item recordCollections
- Kauppakorkeakoulu [1159]
Related items
Showing items with similar title or keywords.
-
Motivational drivers of customer brand engagement and its effect on share of wallet in a social media context
Tiensuu, Severi (2014)In recent years, many companies have used social media as part of their marketing and brand building activities. The rise of social media has strengthened the need for customer activation and engagement. Customer brand ... -
The effects of social media customer service on brand love
Ojanperä, Matias (2020)Sosiaalinen media on muuttanut kuluttajien ja brändien välistä vuorovaikutusta. Kuluttaja voi tavoittaa brändin sosiaalisen median kanavissa helposti ja julkisesti – palvelusta tai tuotteesta annettu palaute on julkista ... -
Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
Izogo, Ernest Emeka; Mpinganjira, Mercy; Karjaluoto, Heikki; Liu, Hongfei (SAGE Publications, 2022)Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of ... -
Business customers' attitudes toward social media marketing
Palojärvi, Terhi (2018)Tutkimuksen tarkoituksena on selvittää, kuinka markkinointia sosiaalisessa mediassa voidaan toteuttaa yritysten välisillä (business-to-business, b2b) -markkinoilla sekä miten potentiaalinen markkinointikanava sosiaalinen ... -
Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo (EuroMed Press, 2022)This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small ...