Customer engagement in social media: a framework and meta-analysis

This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2020-11, Vol.48 (6), p.1211-1228
Main Authors: de Oliveira Santini, Fernando, Ladeira, Wagner Junior, Pinto, Diego Costa, Herter, Márcia Maurer, Sampaio, Claudio Hoffmann, Babin, Barry J.
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Consumer behavior
Marketing
Meta-analysis
Review Paper
Social media
Social networks
Social Sciences
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