Title: Antecedents and consequences of the process of customer engagement through social media: an integrated conceptual framework

Authors: Abdullah; Sadaf Siraj

Addresses: School of Management and Business Studies, Jamia Hamdard, New Delhi 110062, India ' School of Management and Business Studies, Jamia Hamdard, New Delhi 110062, India

Abstract: Over the last decades, the internet and IT enabled services have risen tremendously in importance. The ways through which people exchange information and how individuals communicate with each other have also changed enormously over the last years. In this regard, social networks have become gradually more central to sharing and spreading information and therefore companies are realising the opportunity of providing information to their customers by establishing social network information services (SNIS). This study is an attempt to formulate the process of customer engagement through social media channels and to find out its relationship with various antecedents and consequences. This study will enhance the understanding of the concept with better conceptual framework and give insights to marketing managers to make their marketing strategies in social media.

Keywords: brand attitude; brand communities; customer engagement; perceived risk; post-purchase behaviour; social media.

DOI: 10.1504/IJEB.2018.092171

International Journal of Electronic Business, 2018 Vol.14 No.1, pp.1 - 27

Received: 02 May 2016
Accepted: 26 May 2017
Published online: 07 Jun 2018 *

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