Universität zu Köln

Wenzel, Sina, Kleer, Nicola and Kunz, Reinhard E. . Customer engagement behavior in the media and technology industry: a quantitative content analysis of content types and COVID-19 context. J. Media Bus. Stud.. ABINGDON: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. ISSN 2376-2977

Full text not available from this repository.

Abstract

Brand pages on social networking sites represent excellent vehicles for customer relationship management. These pages enable companies to interact with their customers and to foster their engagement. This study examines the relationship between, and moderating impact of, customer engagement behaviour and a COVID-19-related context as well as content types. The content of 1,946 company-generated Facebook brand posts of 16 media and technology companies was analysed. A hierarchical regression analysis was used to test the hypotheses. The results show that a COVID-19-related context and the content type are associated with customer engagement behaviour. These factors both partly interact and directly correlate with customer engagement behaviour. This study contributes to the literature by establishing (crisis-related) social media guidelines for media and technology companies.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Wenzel, Sina UNSPECIFIED UNSPECIFIED UNSPECIFIED Kleer, Nicola UNSPECIFIED UNSPECIFIED UNSPECIFIED Kunz, Reinhard E. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-660445
DOI:	10.1080/16522354.2022.2139997
Journal or Publication Title:	J. Media Bus. Stud.
Publisher:	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Place of Publication:	ABINGDON
ISSN:	2376-2977
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language VALUE CO-CREATION; SOCIAL MEDIA; CONSUMER ENGAGEMENT; ONLINE ENGAGEMENT; BRAND ENGAGEMENT; FACEBOOK; PARTICIPATION; POPULARITY; SERVICE; IMPACT Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66044