The DOI matches its Crossref record; 78 of the 78 references it cites were found in a registry or an index.
The Role of Marketer-Generated Content in Customer Engagement Marketing
Abstract
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.
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Cites
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Cited by
Liu-Thompkins, Y., Okazaki, S., & Li, H. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00892-5 · Cited by 441
Customer engagement and social media: Revisiting the past to inform the future
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“This decision can vary from binary tasks like the prediction of positive or negative sentiment from social media posts [42] or the detection of firestorms [19] to more complex multi-class tasks like identifying emotions from email headlines [46].”
Metadata
- Authors
- Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2019-09-09
- Volume
- 83
- Issue
- 6
- Pages
- 21-42
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2973100059
- Cited by
- 298
- References
- 78
- FWCI
- 61.09
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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