Determinants of Customer Engagement in Social Networking Sites : An Empirical Study of Car Brands in Twitter
- 주제(키워드) Social media , social networks , Twitter , customer engagement
- 발행기관 아주대학교
- 지도교수 Sung Minje
- 발행년도 2016
- 학위수여년월 2016. 8
- 학위명 석사
- 학과 및 전공 일반대학원 경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000023261
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Social networking sites have become a compelling tool for brands to engage with their customers. With today’s all-time-connected status, customers can easily approach brands with their questions, wishes or concerns about the particular product or service, as well as share their personal experience with the brand with other consumers. Brands now have a lot more opportunities to foster customer relationship, but on the other hand, social media has forced brands to rethink their traditional one-way marketing, and strategically choose new tactics that can help them to enhance higher customer engagement. In this paper, we empirically analyze 226,470 customer and 18,089 brand tweets of 14 international and US car brands that actively use Twitter as a means to engage with their customers and fans. Data is collected from 21st October, 2015 to 31st of May, 2016. Results show that active and fast-responding brands stimulate higher engagement by customers. Moreover, characteristics of the post created by brands, namely vividness and interactivity of the post, play important role in engaging customers. The brand page managers can benefit from our research findings by applying them in their daily use of Twitter and other social media outlets.
more목차
CHAPTER 1. INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 2
CHAPTER 2. LITERATURE REVIEW 4
2.1 On Customer engagement in Social Media 4
2.2 On Customer Engagement in Twitter 5
CHAPTER 3. THEORETHICAL FRAMEWORK AND HYPOTHESIS DEVELOPMENT 9
3.1 Direct Customer Engagement in Twitter 9
3.2 Twitter Brand Account Characteristics 12
3.3 Post Media Characteristics: Vividness and Interactivity 13
3.4 Posting Time 14
CHAPTER 4. METHODOLOGY 15
4.1 Operationalization of Variables 15
4.1.1 Dependent Variables 15
4.1.2 Independent Variables 16
4.2 Data Collection 18
4.3 Model 20
CHAPTER 5. RESULTS 22
5.1 Descriptive Statistics 22
5.2 Model Evaluation 27
5.2.1 Direct Engagement in Twitter 27
5.2.2 Twitter Brand Account Characteristics 29
5.2.3 Post Media Characteristics 30
5.2.4 Posting Time 31
CHAPTER 6. DISCUSSIONS AND IMPLICATIONS 33
6.1 Direct Engagement in Twitter 33
6.2 Twitter Brand Account Characteristics 34
6.3 Post Media Characteristics 35
6.4 Posting Time 35
CHAPTER 7. CONCLUDING REMARKS 37
7.1 Conclusion 37
7.2 Contribution 37
7.3 Limitations and Future Work 38
Bibliography 39
Abstract in Korean 46
Appendix 47
