文章基本信息

标题：Effects of Relationship, Reward and Brand Post on Customer Engagement in Social Networking Sites
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作者：Noraniza Md Jani ; Mohd Hafiz Bin Zakaria ; Ramlan Bin Mustapha 等
期刊名称：Jurnal Intelek
印刷版ISSN：1675-9885
电子版ISSN：2231-7716
出版年度：2020
卷号：15
期号：2
页码：76-86
DOI：10.24191/ji.v15i2.314
出版社：Universiti Teknologi MARA
摘要：The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirming important antecedents in the SNS platform and sourced various theoretical support was found to be very difficult to obtain. This study is intended to fill this shortage through the growing partial least square (PLS) technique. The questionnaire data were obtained from 389 respondents in the truly active group with the brand in the SNS channel to ensure the effectiveness of the findings. The decision confirms that perceived relationship, reward, and brand post succeeded in fulfilling prediction as a good motivation contributor to customer engagement in SNS. Conclusions, as well as theoretical and practical implications, have been discussed at the end of this manuscript for future literature and industry blueprint.
关键词：customer engagement;antacedent;behaviour;social networking sites;structural equation