The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement
Abstract
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.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010) · Business Horizons · doi:10.1016/j.bushor.2009.09.003 · Cited by 17,875
The Effect of Word of Mouth on Sales: Online Book Reviews
Chevalier, J. A., & Mayzlin, D. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.345 · Cited by 6,003
Customer engagement behavior: Theoretical foundations and research directions
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010) · Journal of Service Research · doi:10.1177/1094670510375599 · Cited by 3,536
Customer engagement: exploring customer relationships beyond purchase.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012) · Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679200201 · Cited by 2,089
Undervalued or overvalued customers: Capturing total customer engagement value
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010) · Journal of Service Research · doi:10.1177/1094670510375602 · Cited by 1,382
Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
Aggarwal, P., & McGill, A. L. (2007) · Journal of Consumer Research · doi:10.1086/518544 · Cited by 1,078 · cited 1×
“Social psychologists argue that these social cues lead to consumers attributing humanlike motivations, emotions, intentions, and behavioral features to brands, and thus trigger perceptions of brands as being human (Aggarwal and McGill 2007; Puzakova, Kwak, and Rocereto 2013).”
BackgroundShould we delight the customer?
Rust, R. T., & Oliver, R. L. (2000) · Journal of the Academy of Marketing Science · doi:10.1177/0092070300281008 · Cited by 712
Can a Retail Web Site Be Social?
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007) · Journal of Marketing · doi:10.1509/jmkg.71.3.143 · Cited by 672
Growing Existing Customers’ Revenue Streams through Customer Referral Programs
Garnefeld, I., Eggert, A., Helm, S. V., & Tax, S. S. (2013) · Journal of Marketing · doi:10.1509/jm.11.0423 · Cited by 171
Cited by
Hollebeek, L. D., & Macky, K. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.003 · Cited by 978
Jiang, H., Cheng, Y., Yang, J., & Gao, S. (2022) · Computers in Human Behavior · doi:10.1016/j.chb.2022.107329 · Cited by 362
Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.01.012 · Cited by 229
Consumer intentions to engage in s-commerce: a cross-national study.
Bianchi, C., Andrews, L., Wiese, M., & Fazal-E-Hasan, S. (2017) · Journal of Marketing Management · doi:10.1080/0267257x.2017.1319406 · Cited by 68
Handling consumer messages on social networking sites: Customer service or privacy infringement?
Demmers, J., van Dolen, W. M., & Weltevreden, J. W. J. (2018) · International Journal of Electronic Commerce · doi:10.1080/10864415.2018.1396110 · Cited by 33
Metadata
- Authors
- Schamari, J., & Schaefers, T.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2015-05
- Volume
- 30
- Issue
- 1
- Pages
- 20-33
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2063985808
- Cited by
- 166
- References
- 9
- FWCI
- 48.72
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement. https://app.cochat.ai/papers/10.1016/j.intmar.2014.12.001
- The paper
- Schamari, J., & Schaefers, T. (2015). Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2014.12.001
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
