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Titel
Consequences of customer engagement behavior : when negative Facebook posts have positive effects
VerfasserBitter, Sofie ; Grabner-Kräuter, Sonja
Erschienen in
Electronic Markets, Berlin ; Heidelberg, 2016, Jg. 2016, H. 26, S. 219-231
ErschienenBerlin ; Heidelberg : Springer, 2016
SpracheEnglisch
DokumenttypAufsatz in einer Zeitschrift
Schlagwörter (EN)Social networking sites / Facebook / Customer engagement behavior / Valence / Tie strength / Diagnosticity
ISSN1422-8890
URNurn:nbn:at:at-ubk:3-86 Persistent Identifier (URN)
DOI10.1007/s12525-016-0220-7 
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Consequences of customer engagement behavior [0.45 mb]
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Zusammenfassung (Englisch)

Sharing product information has become an integral part of todays online social networking world. This research study addresses the effects of customer engagement behavior in online social networks on other consumers in order to understand how online social connections impact decision making. We investigate how different variations of a brand-related Facebook post trigger different response reactions. In particular, we analyze under which conditions negative posts can have positive consequences. The results of two online experiments set in a restaurant context suggest a difference when the user knows the restaurant brand. For users who are familiar with the restaurant brand, a positive effect of negative information posted by distant acquaintances is found with regard to the visiting intention of the user. The results of both experiments demonstrate that information posted by a close friend is perceived to be more diagnostic. For users not familiar with the restaurant brand, negative posts from strong ties induce the highest diagnosticity levels.

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CC-BY-Lizenz (4.0)Creative Commons Namensnennung 4.0 International Lizenz