Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model

Chiang, C, Wei, C, Parker, K and Davey, W 2017, 'Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model', Journal of Marketing Management, vol. 33, no. 1718, pp. 1443-1464.


Document type: Journal Article
Collection: Journal Articles

Title Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model
Author(s) Chiang, C
Wei, C
Parker, K
Davey, W
Year 2017
Journal name Journal of Marketing Management
Volume number 33
Issue number 1718
Start page 1443
End page 1464
Total pages 22
Publisher Routledge
Abstract Customer learning is regarded as a process that alters either individual cognition or the outcomes of socialisation. Understanding how the learning process works enabl es a brand firm to identify a customer's latent needs. Prior studies have primarily focused on effectively positioning brand knowledge in the minds of customers, but that linear learning process does not apply to the interactive and proactive social media setting. Based on the uses and gratifications perspective, this study proposes a customer-learning model and analyses 373 online questionnaires using partial least squares structural equation modelling. The empirical results confirm that learning motivation and collaborative learning are two core components of customer learning that have positive influences on satisfaction, which in turn has a positive influence on customer engagement behaviours (CEBs) and loyalty. In addition, learning motivation is the driver of collaborative learning. Finally, CEBs also have a positive influence on loyalty. This study also concludes that the social network brand community is an informative customer-learning platform that is characterised by interactivity, collaborative learning and co-creation. Theoretical and managerial implications are also discussed.
Subject Business and Management not elsewhere classified
Commercial Services not elsewhere classified
Marketing not elsewhere classified
Keyword(s) customer engagement behaviours (CEBs)
Customer learning
social network brand community (SNBC)
DOI - identifier 10.1080/0267257X.2017.1399922
Copyright notice © 2017 Westburn Publishers Ltd.
ISSN 0267-257X
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