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Cited by 118

Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey

Demmers, Joris, Weltevreden, Jesse W. J., van Dolen, Willemijn M.·2020·International Journal of Electronic Commerce
DOI 10.1080/10864415.2019.1683701
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Abstract

Brands use social media to engage consumers in all stages of the customer journey. Prior work on consumer engagement with brand-generated content on social networking sites has not taken into account the different needs and gratifications sought by consumers during consecutive stages of customer journeys over time. We propose that what drives consumer engagement with brand posts on social networking sites is contingent on the stage of the customer journey. We test our hypotheses by analyzing over 24,000 brand posts by event organizers on Facebook. Adopting a multilevel approach, we find that informative posts generate more Likes, shares, and comments in the preconsumption stage, whereas entertaining posts generate more consumer engagement in the postconsumption stage. A higher degree of activation in brand posts is associated with higher engagement in the pre- and postconsumption stage but not in the consumption stage. Finally, we find support for an optimal level of vividness during all stages of the customer journey. These findings suggest that brands can benefit from adapting their content on social networking sites to the stage of the customer journey over time. On a theoretical level, this study deepens the understanding of how brands’ activities on social networking sites drive consumer engagement throughout the customer journey and offers an empirical link between the domains of customer journeys and consumer engagement.

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Crossref · 10.1080/10864415.2019.1683701

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  • Key touchpoints influence brand loyalty, shaped by experiences with brand interactions, employee engagement, and external social relationships.

    “This phase aligns with the broader customer journey, where key touchpoints influence brand loyalty, shaped by experiences with brand interactions, employee engagement, and external social relationships (Demmers et al., 2020).”

    From Exploring the influence of flagship store experience and consumer interactions on purchase behaviour (2025) · cites this paper as Demmers et al., 2020

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Authors
Demmers, J., Weltevreden, J. W. J., & van Dolen, W. M.
Affiliations
  • Monash Business School, Monash University, Caulfield East, Australia
  • Centre for Applied Research on Business and Economics, Amsterdam University of Applied Sciences, Amsterdam, the Netherlands
  • Amsterdam Business School, University of Amsterdam, Amsterdam, the Netherlands
ORCID
Demmers, Joris
Venue
International Journal of Electronic Commerce
Publisher
Informa UK Limited
Published
2020-01-01
Volume
24
Issue
1
Pages
53-77
ISSN
  • 1086-4415
  • 1557-9301
DOI
10.1080/10864415.2019.1683701
Cited by
118
References
13
Language
en

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