Abstract
Organizations continue to invest in marketing strategies through various social media platforms in order to enhance engagement. Building engagement is said to help companies to gain more profit and contribute to their social responsibility (Du et al. 2010). Users follow companies for access to coupons, deals and events. Users like, retweet and share posts, and can recommend the company to family or friends via WOM. Understanding the drivers, process and importance of social media engagement behavior is highly relevant for social media managers. Their inferences are critical for the establishment of effective customer relationship, which directly affect the company’s revenue. In this study, we examine the effect of user’s comments, and the sentiment of these comments, on firms’ social media content strategies. Previous research has demonstrated that engagement can be stimulated by firm strategies, however we consider a more dynamic relationship through the exploration of how firm strategy can be driven by social media engagement, and more specifically user comments. In doing so, this model contributes to a deeper understanding of the dyadic relationship between firm social media strategy and social media engagement.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Ashley, C., Tuten, T.: Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychol. Mark. 32(1), 15–27 (2015)
Bijmolt, T.H., et al.: Analytics for customer engagement. J. Serv. Res. 13(3), 341–356 (2010)
Bowden, J.L.-H.: The process of customer engagement: a conceptual framework. J. Mark. Theory Pract. 17(1), 63–74 (2009)
Brodie, R.J., Hollebeek, L.D., Jurić, B., Ilić, A.: Customer engagement: conceptual domain, fundamental propositions, and implications for research. J. Serv. Res. 14(3), 252–271 (2011)
Burns, T.R., Flam, H.: The Shaping of Social Organization: Social Rule System Theory with Applications. Sage Publications, London (1987)
Chung, S., Animesh, A., Han, K., Pinsonneault, A.: Firm’s social media efforts, consumer behavior, and firm performance (2014)
Culnan, M.J., McHugh, P.J., Zubillaga, J.I.: How large us companies can use twitter and other social media to gain business value. MIS Q. Exec. 9(4), 243–259 (2010)
Cvijikj, I.P., Michahelles, F.: Online engagement factors on Facebook brand pages. Soc. Netw. Anal. Min. 3(4), 843–861 (2013)
De Vries, L., Gensler, S., Leeflang, P.S.: Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J. Interact. Mark. 26(2), 83–91 (2012)
Dolan, R., Conduit, J., Fahy, J., Goodman, S.: Social media engagement behaviour: a uses and gratifications perspective. J. Strateg. Mark. 24(3–4), 261–277 (2016)
Du, S., Bhattacharya, C.B., Sen, S.: Maximizing business returns to corporate social responsibility (Csr): the role of Csr communication. Int. J. Manage. Rev. 12(1), 8–19 (2010)
Geels, F.W.: From sectoral systems of innovation to socio-technical systems: insights about dynamics and change from sociology and institutional theory. Res. Policy 33(6), 897–920 (2004)
Gu, B., Ye, Q.: First step in social media: measuring the influence of online management responses on customer satisfaction. Prod. Oper. Manag. 23(4), 570–582 (2014)
Hollebeek, L., Chen, T.: Exploring positively-versus negatively-valenced brand engagement: a conceptual model. J. Product Brand Manag. 23(1), 62–74 (2014)
Huber, J., Landherr, A., Probst, F., Reisser, C.: Stimulating user activity on company fan pages in online social networks. In: ECIS, p. 188 (2012)
Jennings, M.K., Stoker, L.: Social trust and civic engagement across time and generations. Acta Polit. 39(4), 342–379 (2004)
Kankanhalli, A., Tan, B.C., Wei, K.-K.: Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS Q. 29(1), 113–143 (2005)
Lee, D., Hosanagar, K., Nair, H.: The effect of advertising content on consumer engagement: evidence from Facebook. Available at SSRN 2290802 (2013)
Lewandowski, D.: A three-year study on the freshness of web search engine databases. J. Inf. Sci. 34(6), 817–831 (2008)
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E., Zhang, M.: Managing customer relationships in the social media era: introducing the social CRM house. J. Interact. Mark. 27(4), 270–280 (2013)
McAlexander, J.H., Schouten, J.W., Koenig, H.F.: Building brand community. J. Mark. 66(1), 38–54 (2002)
Osterwalder, A., Pigneur, Y.: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley, Hoboken (2010)
Park, N., Kee, K.F., Valenzuela, S.: Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychol. Behav. 12(6), 729–733 (2009)
Rishika, R., Kumar, A., Janakiraman, R., Bezawada, R.: The effect of customers’ social media participation on customer visit frequency and profitability: an empirical investigation. Inf. Syst. Res. 24(1), 108–127 (2013)
Schultz, D., Malthouse, E., Pick, D.: From CM to CRM to CN2: a research agenda for the marketing communications transition. In: Eisend, M., Langner, T., Okazaki, S. (eds.) Advances in Advertising Research (Vol. III). EAA, pp. 421–432. Springer, Wiesbaden (2012). https://doi.org/10.1007/978-3-8349-4291-3_32
Sen, A., Sinha, A.P.: It alignment strategies for customer relationship management. Decis. Support Syst. 51(3), 609–619 (2011)
Shahbaznezhad, H.: Fan page management via content generation and feedback strategies. In: PACIS 2016 Proceedings (2016a)
Shahbaznezhad, H., Tripathi, A.K.: Customer and firm interactions on social media. In: 19th Pacific Asia Conference on Information Systems, Singapore (2015)
Shahbaznezhad, H., Arvind, K.: The art of listening on social media platforms: how firms follow users on social media fan pages. In: Twenty-Fourth European Conference on Information Systems (ECIS), Istanbul, Turkey (2016b)
Tafesse, W., Wien, A.: A framework for categorizing social media posts. Cogent Bus. Manag. 4(1), 1284390 (2017)
Van Doorn, J., et al.: Customer engagement behavior: theoretical foundations and research directions. J. Serv. Res. 13(3), 253–266 (2010)
Walsham, G.: Actor-network theory and IS research: current status and future prospects. In: Lee, A.S., Liebenau, J., DeGross, J.I. (eds.) Information Systems and Qualitative Research. ITIFIP, pp. 466–480. Springer, Boston (1997). https://doi.org/10.1007/978-0-387-35309-8_23
Wasko, M.M., Faraj, S.: Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Q. 29(1), 35–57 (2005)
Wessel, R.: Activist investors turn to social media to enlist support. New York Times (24) (2011)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Switzerland AG
About this paper
Cite this paper
Shahbaznezhad, H., Dolan, R., Tripathi, A.K. (2018). The Power of Facebook and Instagram Fans: An Exploration of Fan Comments and Their Effect on Social Media Content Strategy. In: Cho, W., Fan, M., Shaw, M., Yoo, B., Zhang, H. (eds) Digital Transformation: Challenges and Opportunities. WEB 2017. Lecture Notes in Business Information Processing, vol 328. Springer, Cham. https://doi.org/10.1007/978-3-319-99936-4_10
Download citation
DOI: https://doi.org/10.1007/978-3-319-99936-4_10
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-99935-7
Online ISBN: 978-3-319-99936-4
eBook Packages: Computer ScienceComputer Science (R0)