Increasing Customer Equity Through Social Media Content and Engagement

• Autorzy: Angga Febrian
• Języki publikacji: EN

Abstrakty

EN

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and customer equity and what is the role of customer relationships in strengthening the influence of that content.
Research Design & Methods: The online survey responses were collected from 250 respondents in Indonesia who have shopping experiences due to exposure to social media. I used structural equation modelling (SEM AMOS) to examine the relationship between variables.
Findings: Social media content can affect increased customer engagement and equity on social media. Good content must also contain several elements of entertainment that make customers want to linger on social media. Customer relationships can also strengthen the influence of content on social media engagement.
Implications & Recommendations: Marketers can strengthen content on social media with good customer relationships, such as being fast and responsive in their feedback.
Contribution & Value Added: This study provides new insights into creating a social media content marketing model that can strengthen customer relationships. (original abstract)

Słowa kluczowe

EN

Social media; Customer; Digitization

PL

Media społecznościowe; Klient; Cyfryzacja

• Czasopismo: Entrepreneurial Business and Economics Review
• Rocznik: 2023
• Tom: 11
• Numer: nr 3
• Strony: 39--56

Twórcy

autor

Angga Febrian

• Universitas Lampung

Bibliografia

• Aaker, D.A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27-32. https://doi.org/10.1108/eb039503
• Al Halbusi, H., Alhaidan, H., Abdelfattah, F., Ramayah, T., & Cheah, J.H. (2022). Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement. Technology Analysis and Strategic Management, 0(0), 1-18. https://doi.org/10.1080/09537325.2022.2125374
• Alalwan, A.A., Algharabat, R.S., Baabdullah, A.M., Rana, N.P., Qasem, Z., & Dwivedi, Y.K. (2020). Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping. Journal of Enterprise Information Management, 33(3), 627-653. https://doi.org/10.1108/JEIM-07-2019-0194
• Ali Abbasi, G., Abdul Rahim, N.F., Wu, H., Iranmanesh, M., & Keong, B.N.C. (2022). Determinants of SME's Social Media Marketing Adoption: Competitive Industry as a Moderator. SAGE Open, 12(1), https://doi.org/10.1177/21582440211067220
• Andzulis, J., Panagopoulos, N.G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling and Sales Management, 32(3), 305-316. https://doi.org/10.2753/PSS0885-3134320302
• Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 30(6), 461-469. https://doi.org/10.1002/mar
• Aslam, U., Muqadas, F., Imran, M., & Rahman, U. (2018). Exploring t he sources and role of knowledge sharing t o overcome t he chal lenges of organizat ional change implement at ion. International Journal of Organizational Analysis, 26(3), 567-581. https://doi.org/https://doi.org/10.1108/IJOA-07-2017-1189
• Awang, Z., Wan Afthanorhan, W.M.A., & Asri, M.A.M. (2015). Parametric and Non Parametric Approach in Structural Equation Modeling (SEM): The Application of Bootstrapping. Modern Applied Science, 9(9), 58-67. https://doi.org/10.5539/mas.v9n9p58
• Bagozzi, R.P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 074-094. https://doi.org/0092-0703/88/1601-0074
• Baumeister, R.F., & Hutton, D.G. (1987). Self-Presentation Theory: Self-Construction and Audience Pleasing. Theories of Group Behavior, (1982), 71-87. https://doi.org/10.1007/978-1-4612-4634-3_4
• Bene, M., Ceron, A., Fenoll, V., Haßler, J., Kruschinski, S., Larsson, A.O., ... & Wurst, A.K. (2022). Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries. Political Communication, 39(4), 429-453. https://doi.org/10.1080/10584609.2022.2042435
• Berraies, S., Ben Yahia, K., & Hannachi, M. (2017). Identifying the effects of perceived values of mobile banking applications on customers. International Journal of Bank Marketing, 35(6), 1018-1038. https://doi.org/10.1108/ijbm-09-2016-0137
• Blattberg, R.C., Malthouse, E.C., & Neslin, S.A. (2009). Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions. Journal of Interactive Marketing, 23(2), 157-168. https://doi.org/10.1016/j.intmar.2009.02.005
• Bletscher, C.G., & Lee, S.Y. (2021). The Impact of Active Empathetic Listening on an Introductory Communication Course. College Teaching, 69(3), 161-168. https://doi.org/10.1080/87567555.2020.1841079
• Bu, Y., Parkinson, J., & Thaichon, P. (2021). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2), 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001
• Buzeta, C., De Pelsmacker, P., & Dens, N. (2020). Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing, 52, 79- 98. https://doi.org/10.1016/j.intmar.2020.04.004
• Byrne, B.M. (2013). Structural equation modeling with Mplus: Basic concepts, applications, and programming (1st Editio). Routledge. https://doi.org/https://doi.org/10.4324/9780203807644
• Cambra-Fierro, J., Xuehui Gao, L., Melero-Polo, I., & Javier Sese, F. (2019). What drives consumers' active participation in the online channel? Customer equity, experience quality, and relationship proneness. Electronic Commerce Research and Applications, 35(December 2018), 100855. https://doi.org/10.1016/j.elerap.2019.100855
• Cao, D., Meadows, M., Wong, D., & Xia, S. (2021a). Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122(September 2019), 835-846. https://doi.org/10.1016/j.jbusres.2020.06.025
• Cao, D., Meadows, M., Wong, D., & Xia, S. (2021b). Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846. https://doi.org/10.1016/j.jbusres.2020.06.025
• Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97(June), 35-58. https://doi.org/10.1016/j.indmarman.2021.06.005
• Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, 11(3), 312-335. https://doi.org/10.1108/JRIM-10-2016-0104
• Charoensukmongkol, P., & Sasatanun, P. (2017). Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia Pacific Management Review, 22(1), 25-34. https://doi.org/10.1016/j.apmrv.2016.10.005
• Cheung, M.L., Pires, G.D., Rosenberger, P.J., & De Oliveira, M.J. (2021). Driving COBRAs: the power of social media marketing. Marketing Intelligence and Planning, 39(3), 361-376. https://doi.org/10.1108/MIP-11-2019-0583
• Cui, A.S., & Wu, F. (2016). Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance. Journal of the Academy of Marketing Science, 44(4), 516-538. https://doi.org/10.1007/s11747-015-0433-x
• Czarnecka, M., Kinelski, G., Stefańska, M., Grzesiak, M., & Budka, B. (2022). Social Media Engagement in Shaping Green Energy Business Models. Energies, 15(5). https://doi.org/10.3390/en15051727
• de Oliveira Santini, F., Ladeira, W.J., Pinto, D.C., Herter, M.M., Sampaio, C.H., & Babin, B.J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211-1228. https://doi.org/10.1007/s11747-020-00731-5
• Demmers, J., Weltevreden, J.W.J., & van Dolen, W.M. (2020). Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53-77. https://doi.org/10.1080/10864415.2019.1683701
• Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60(January), 102501. https://doi.org/10.1016/j.jretconser.2021.102501
• Farooq, R. (2016). Role of structural equation modeling in scale development. Journal of Advances in Management Research, 13(1), 122-138. https://doi.org/10.1108/JAMR-05-2015-0037
• Ferine, K.F., Aditia, R., Rahmadana, M.F., & Indri. (2021). An empirical study of leadership, organizational culture, conflict, and work ethic in determining work performance in Indonesia's education authority. Heliyon, 7(7), e07698. https://doi.org/10.1016/j.heliyon.2021.e07698
• Fornell, C., & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
• Foss, N.J., Klein, P.G., & Bjørnskov, C. (2019). The Context of Entrepreneurial Judgment: Organizations, Markets, and Institutions. Journal of Management Studies, 56(6), 1197-1213. https://doi.org/10.1111/joms.12428
• Fraccastoro, S., Gabrielsson, M., & Pullins, E.B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776. https://doi.org/10.1016/j.ibusrev.2020.101776
• Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872-888. https://doi.org/10.1080/10496491.2017.1323262
• Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96(December 2018), 196-206. https://doi.org/10.1016/j.chb.2019.01.026
• Grieve, R., March, E., & Watkinson, J. (2020). Inauthentic self-presentation on facebook as a function of vulnerable narcissism and lower self-esteem. Computers in Human Behavior, 102(July 2019), 144-150. https://doi.org/10.1016/j.chb.2019.08.020
• Guha, S., Harrigan, P., & Soutar, G. (2017). Linking social media to customer relationship management (CRM): a qualitative study on SMEs. Journal of Small Business and Entrepreneurship, 30(3), 193-214. https://doi.org/10.1080/08276331.2017.1399628
• Hair, J.F., Babin, B.J., & Krey, N. (2017a). Covariance-Based Structural Equation Modeling in the Journal of Advertising: Review and Recommendations. Journal of Advertising, 46, 163-177. Retrieved from http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718- 50062021000400123&lng=es&nrm=iso&tlng=es
• Hair, J.F., Babin, B.J., & Krey, N. (2017b). Covariance-Based Structural Equation Modeling in the Journal of Advertising: Review and Recommendations. Journal of Advertising, 46(1), 163-177. https://doi.org/10.1080/00913367.2017.1281777
• Hair Jr, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. In Springer. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
• Hapsari, R., Hussein, A.S., & Handrito, R.P. (2020). Being Fair to Customers: A Strategy in Enhancing Customer Engagement and Loyalty in the Indonesia Mobile Telecommunication Industry. Services Marketing Quarterly, 41(1), 49-67. https://doi.org/10.1080/15332969.2019.1707375
• Herzallah, D., Muñoz-Leiva, F., & Liébana-Cabanillas, F. (2022). Selling on Instagram: Factors that Determine the Adoption of Instagram Commerce. International Journal of Human-Computer Interaction, 38(11), 1004-1022. https://doi.org/10.1080/10447318.2021.1976514
• Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133-151. https://doi.org/10.1108/JRIM-06-2018-0082
• Ho, M.H.W., & Chung, H.F.L. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121(July), 13-21. https://doi.org/10.1016/j.jbusres.2020.07.046
• Irfan, S.M., Qadeer, F., Abdullah, M.I., & Sarfraz, M. (2022). Employer's investments in job crafting to promote knowledge worker's sustainable employability: a moderated mediation model. Personnel Review, (July). https://doi.org/10.1108/PR-10-2021-0704
• Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53(March). https://doi.org/10.1016/j.jretconser.2019.03.001
• Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
• Katz, E., Blumler, J.G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523.
• Katz, E., & Foulkes, D. (1962). On the use of the mass media as "escape": Clarification of a concept. Public Opinion Quarterly, 26(3), 377-388. https://doi.org/10.1086/267111
• Kim, A.J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
• Kim, D.H., Spiller, L., & Hettche, M. (2015). Analyzing media types and content orientations in Facebook for global brands. Journal of Research in Interactive Marketing, 9(1), 4-30. https://doi.org/10.1108/JRIM-05-2014-0023
• Kim, E., Shoenberger, H., & Sun, Y. (2021). Living in a Material World: Sponsored Instagram Posts and the Role of Materialism, Hedonic Enjoyment, Perceived Trust, and Need to Belong. Social Media and Society, 7(3), https://doi.org/10.1177/20563051211038306
• Kim, K.H., Ko, E., Kim, S.J., & Jiang, Q. (2021). Digital service innovation, customer engagement, and customer equity in AR marketing. Journal of Global Scholars of Marketing Science, 31(3), 453-466. https://doi.org/10.1080/21639159.2021.1923054
• Kim, W., Kim, H., & Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 53(September 2019), 101963. https://doi.org/10.1016/j.jretconser.2019.101963
• Lacoste, S. (2016). Perspectives on social media ant its use by key account managers. Industrial Marketing Management, 54, 33-43. https://doi.org/10.1016/j.indmarman.2015.12.010
• Lappas, G., Triantafillidou, A., & Kani, A. (2021). Harnessing the power of dialogue: examining the impact of facebook content on citizens' engagement. Local Government Studies, 48(1), 87-106. https://doi.org/10.1080/03003930.2020.1870958
• Lee, D., Hosanagar, K., & Nair, H.S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131. https://doi.org/10.1287/mnsc.2017.2902
• Li, Y., & Xie, Y. (2020). Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 57(1), 1-19. https://doi.org/10.1177/0022243719881113
• Liao, S.H., Widowati, R., & Cheng, C.J. (2022). Investigating Taiwan Instagram users' behaviors for social media and social commerce development. Entertainment Computing, 40(151), 100461. https://doi.org/10.1016/j.entcom.2021.100461
• Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business and Management, 9(1), https://doi.org/10.1080/23311975.2022.2028331
• Majeed, M., Owusu-Ansah, M., & Ashmond, A.A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business and Management, 8(1), https://doi.org/10.1080/23311975.2021.1944008
• Morgan, R.M., & Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38. https://doi.org/10.1177/002224299405800302
• Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/ija-30-1-013-046
• Nguyen, H.M., & Khoa, B.T. (2019). The relationship between the perceived mental benefits, online trust, and personal information disclosure in online shopping. Journal of Asian Finance, Economics and Business, 6(4), 261-270. https://doi.org/10.13106/jafeb.2019.vol6.no4.261
• Obermayer, N., Kővári, E., Leinonen, J., Bak, G., & Valeri, M. (2022). How social media practices shape family business performance: The wine industry case study. European Management Journal, 40(3), 360-371. https://doi.org/10.1016/j.emj.2021.08.003
• Ou, Y.C., Verhoef, P.C., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, 45(3), 336-356. https://doi.org/10.1007/s11747-016-0477-6
• Pancer, E., Philp, M., & Noseworthy, T.J. (2022). Boosting engagement with healthy food on social media. European Journal of Marketing, 56(11), 3007-3031. https://doi.org/10.1108/EJM-07-2021-0565
• Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. https://doi.org/10.1007/s11747-016-0485-6
• Park, F.K., Doreen Chung, T.L., Gunn, F., & Rutherford, B. (2015). The role of listening in e-contact center customer relationship management. Journal of Services Marketing, 29(1), 49-58. https://doi.org/10.1108/JSM-02-2014-0063
• Pelletier, M.J., Krallman, A., Adams, F.G., & Hancock, T. (2020). One size doesn't fit all: a uses and gratifications analysis of social media platforms. Journal of Research in Interactive Marketing, 14(2), 269-284. https://doi.org/10.1108/JRIM-10-2019-0159
• Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumers' online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers. European Journal of Marketing, 53(9), 1833-1853. https://doi.org/10.1108/EJM-10-2017-0722
• Plume, C.J., & Slade, E.L. (2018). Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective. Information Systems Frontiers, 20(3), 471-483. https://doi.org/10.1007/s10796-017-9821-8
• Qalati, S.A., Yuan, L.W., Khan, M.A.S., & Anwar, F. (2021). A mediated model on the adoption of social media and SMEs' performance in developing countries. Technology in Society, 64(December 2020), 101513. https://doi.org/10.1016/j.techsoc.2020.101513
• Rajković, B., Đurić, I., Zarić, V., & Glauben, T. (2021). Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises. Sustainability (Switzerland), 13(4), 1- 23. https://doi.org/10.3390/su13041884
• Razzaq, Z., Yousaf, S., & Hong, Z. (2017). The moderating impact of emotions on customer equity drivers and loyalty intentions: Evidence of within sector differences. Asia Pacific Journal of Marketing and Logistics, 29(2), 239-264. https://doi.org/10.1108/APJML-03-2016-0053
• Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5-6), 517- 540. https://doi.org/10.1362/026725708X325977
• Rust, R.T., Lemon, K.N., & Zeithaml, V.A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109-127. https://doi.org/10.1509/jmkg.68.1.109.24030
• Sarstedt, M., Ringle, C.M., Smith, D., Reams, R., & Hair, J.F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. https://doi.org/10.1016/j.jfbs.2014.01.002
• Schivinski, B. (2019). Eliciting brand-related social media engagement: A conditional inference tree framework. Journal of Business Research, 130(August), 594-602. https://doi.org/10.1016/j.jbusres.2019.08.045
• Sedalo, G., Boateng, H., & Kosiba, J. P. (2022). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 2(1), 100017. https://doi.org/https://doi.org/10.1016/j.digbus.2021.100017
• Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021a). The Role of Social Media Content Format and Platform in Users' Engagement Behavior. Journal of Interactive Marketing, 53, 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
• Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021b). The Role of Social Media Content Format and Platform in Users' Engagement Behavior. Journal of Interactive Marketing, 53, 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
• Shang, Y., Rehman, H., Mehmood, K., Xu, A., Iftikhar, Y., Wang, Y., & Sharma, R. (2022). The Nexuses Between Social Media Marketing Activities and Consumers' Engagement Behaviour: A Two-Wave Time-Lagged Study. Frontiers in Psychology, 13(April). https://doi.org/10.3389/fpsyg.2022.811282
• Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers' activity in india. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602-617. https://doi.org/10.3390/jtaer16040036
• Sheth, J.N., & Parvatiyar, A. (Eds. ). (1995). Relationship marketing in consumer markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
• Sheth, J.N. (2002). The future of relationship marketing. Journal of Services Marketing, 16(7), 590-592. https://doi.org/10.1108/08876040210447324
• Skogen, J.C., Hjetland, G.J., Bøe, T., Hella, R.T., & Knudsen, A.K. (2021). Through the looking glass of social media. Focus on self-presentation and association with mental health and quality of life. a crosssectional survey-based study. International Journal of Environmental Research and Public Health, 18(6). https://doi.org/10.3390/ijerph18063319
• Sulaiman, M.A., Baharum, M.A.A., & Ridzuan, A. (2014). Customer Relationship Management (CRM) Strategies Practices in Malaysia Retailers. Procedia - Social and Behavioral Sciences, 130, 354-361. https://doi.org/10.1016/j.sbspro.2014.04.042
• Syrdal, H.A., & Briggs, E. (2018). Engagement With Social Media Content: a Qualitative Exploration. Journal of Marketing Theory and Practice, 26(1-2), 4-22. https://doi.org/10.1080/10696679.2017.1389243
• van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599
• Voorveld, H.A.M., van Noort, G., Muntinga, D.G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
• Wan, S., Paris, C., & Georgakopoulos, Di. (2015). Social Media Data Aggregation and Mining for Internet-Scale Customer Relationship Management. Proceedings - 2015 IEEE 16th International Conference on Information Reuse and Integration, IRI 2015, 39-48. https://doi.org/10.1109/IRI.2015.17
• Wang, C.L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1-9. https://doi.org/10.1108/JRIM-03-2021-270
• Wang, H., Kim, K.H., Ko, E., & Liu, H. (2016). Relationship between service quality and customer equity in traditional markets. Journal of Business Research, 69(9), 3827-3834. https://doi.org/10.1016/j.jbusres.2016.04.007
• Wang, H., Ko, E., Woodside, A., & Yu, J. (2020). SNS marketing activities as a sustainable competitive advantage and traditional market equity. Journal of Business Research, 130(August 2019), 378-383. https://doi.org/10.1016/j.jbusres.2020.06.005
• Wang, H., Liu, H., Kim, S.J., & Kim, K.H. (2019). Sustainable fashion index model and its implication. Journal of Business Research, 99(April 2017), 430-437. https://doi.org/10.1016/j.jbusres.2017.12.027
• We Are Social. (2022). Digital 2022; Global Review Report. Retrieved from https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ on October 20, 2023.
• Yu, X., & Yuan, C. (2019). How consumers' brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233-1251. https://doi.org/10.1108/APJML-01-2018-0034
• Yuan, C.L., Kim, J., & Kim, S.J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. https://doi.org/10.1016/j.jbusres.2015.12.071
• Zhang, Z. (2020). Infrastructuralization of Tik Tok: transformation, power relationships, and platformization of video entertainment in China. Media, Culture and Society, 43(2), 219-236. https://doi.org/10.1177/0163443720939452
• Zhu, Y.Q., & Chen, H.G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345. https://doi.org/10.1016/j.bushor.2015.01.006

Identyfikatory

DOI

10.15678/EBER.2023.110303