Abstract
| Original language | English |
|---|---|
| Journal | Journal of Interactive Marketing |
| Volume | 30 |
| Pages (from-to) | 20-33 |
| Number of pages | 14 |
| ISSN | 1094-9968 |
| DOIs | |
| Publication status | Published - 2015 |
| Externally published | Yes |
Keywords
- Consumer engagement
- Moderated mediation
- Reinforcement theory
- Social learning theory
- Social media
- Webcare
Cite this
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Leaving the Home Turf : How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement. / Schamari, Julia; Schaefers, Tobias.
In: Journal of Interactive Marketing, Vol. 30, 2015, p. 20-33.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Leaving the Home Turf
T2 - How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement
AU - Schamari, Julia
AU - Schaefers, Tobias
PY - 2015
Y1 - 2015
N2 - The level of brand-related consumer engagement is considered to be a key determinant of successful social media activities. However, due to the commonly high levels of consumers who merely consume instead of being actively engaged, companies seek strategies to increase consumer engagement. Additionally, a large part of consumers' engagement does not occur on platforms controlled by the brand, but on consumer-generated platforms. Based on social learning theory we propose webcare as a reaction to positive engagement to be an effective marketing tool for reinforcing observing consumers' engagement intentions, especially on consumer-generated platforms. In an experimental online study we reveal that webcare can be used to increase engagement intentions on consumer-generated platforms, and that consumers' surprise explains this reinforcing effect. Moreover, we show that in these consumer-dominated spaces, personal webcare is more effective in driving consumer engagement intentions than impersonal webcare, and that this effect is explained by consumers' perceptions of a brand's conversational communication style. The results indicate that brand managers should leave their home turf and use webcare on consumer-generated social media platforms outside of their direct control.
AB - The level of brand-related consumer engagement is considered to be a key determinant of successful social media activities. However, due to the commonly high levels of consumers who merely consume instead of being actively engaged, companies seek strategies to increase consumer engagement. Additionally, a large part of consumers' engagement does not occur on platforms controlled by the brand, but on consumer-generated platforms. Based on social learning theory we propose webcare as a reaction to positive engagement to be an effective marketing tool for reinforcing observing consumers' engagement intentions, especially on consumer-generated platforms. In an experimental online study we reveal that webcare can be used to increase engagement intentions on consumer-generated platforms, and that consumers' surprise explains this reinforcing effect. Moreover, we show that in these consumer-dominated spaces, personal webcare is more effective in driving consumer engagement intentions than impersonal webcare, and that this effect is explained by consumers' perceptions of a brand's conversational communication style. The results indicate that brand managers should leave their home turf and use webcare on consumer-generated social media platforms outside of their direct control.
KW - Consumer engagement
KW - Moderated mediation
KW - Reinforcement theory
KW - Social learning theory
KW - Social media
KW - Webcare
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U2 - 10.1016/j.intmar.2014.12.001
DO - 10.1016/j.intmar.2014.12.001
M3 - Journal article
AN - SCOPUS:84930981290
VL - 30
SP - 20
EP - 33
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
SN - 1094-9968
ER -