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Driving marketing outcomes through social media-based customer engagement

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  • Viktorija Kulikovskaja, University of Chinese Academy of Sciences
  • ,
  • Marco Hubert
  • Klaus G. Grunert
  • Hong Zhao, University of Chinese Academy of Sciences

Firms recognize the increasing potential of digital services to enhance customer engagement behaviors. Drawing on customer engagement and user gratification theory, two studies were conducted among Chinese consumers: an online survey and a field study. The results reveal varying effects of content types on customer engagement and underline a mediating role of engagement between content types and marketing outcomes. It is worth noting that the relational content type displays greater mediating effects compared to other content types. The findings provide new insights for development of digital content marketing strategies to enhance customer engagement and thereby generate marketing outcomes.

TidsskriftJournal of Retailing and Consumer Services
Antal sider15
StatusUdgivet - sep. 2023

Bibliografisk note

Funding Information:
This research received funding from Sino-Danish Center for Education and Research ( SDC ).

Publisher Copyright:
© 2023 The Authors

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