The Impact of Customer Engagement in Social Media on Satisfaction: A Preliminary Study
Customer engagement has emerged as a prominent construct in recent years and is increasingly gaining attention among practitioners and academics, mainly due to its potential influences. Moreover, much of this customer engagement is presently occurring online through social media. Customer engagement in social media has surfaced as a more dynamic and interactive concept through which to understand customer satisfaction. Thus, this study reviews the literature relating to customer engagement in social media and customer satisfaction. Based on this analysis, this study proposes a conceptual model to present the impact of antecedent factors affecting customer engagement in social media, the effect of customer engagement in social media on customer satisfaction, and the moderating impact of gender on the relationships among research concepts. Moreover, this study conducts a pilot study to check the content validation of the initial scales of research concepts. Finally, some suggestions for future research are provided.
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