Customer engagement behaviour on social media platforms: A systematic literature review

Bjiboye, T.; Harvey, John; Resnick, S.

Abstract

Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships between firms and customers. However, there have been no systematic attempts to review the antecedents of CEB on social media despite wide recognition of its importance. Using a systematic literature review method, we provide an in-depth analysis of the extant empirical literature on CEB in relation to social media platforms. Results indicate that there are five key antecedent causes and these are identified in the literature as: (1) social links; (2) ownership-value; (3) search for information; (4) involvement; and (5) functionality. These represent the key antecedents of engagement for firms using social media. Our review is the first to bring together an in-depth secondary data analysis of the antecedents of CEB in social media platforms. We subsequently identify three epistemological tensions within the corpus, and suggest directions for future research in order to advance the understanding of CEB in relation to social media.

Citation

Bjiboye, T., Harvey, J., & Resnick, S. (2019). Customer engagement behaviour on social media platforms: A systematic literature review. Journal of Customer Behaviour, 18(3), 239-256. https://doi.org/10.1362/147539219X15774563471801

• Journal Article Type: Article
• Acceptance Date: Nov 4, 2019
• Online Publication Date: Dec 1, 2019
• Publication Date: Dec 1, 2019
• Deposit Date: May 14, 2020
• Publicly Available Date: Jun 2, 2021
• Journal: Journal of Customer Behaviour
• Print ISSN: 1475-3928
• Electronic ISSN: 1477-6421
• Publisher: Westburn Publishers
• Peer Reviewed: Peer Reviewed
• Volume: 18
• Issue: 3
• Pages: 239-256
• DOI: https://doi.org/10.1362/147539219X15774563471801
• Public URL: https://nottingham-repository.worktribe.com/output/4430345
• Publisher URL: https://www.ingentaconnect.com/content/westburn/jcb/2019/00000018/00000003/art00005;jsessionid=2crl276bp8sa.x-ic-live-03
• Additional Information: Author Posting © Westburn Publishers Ltd, 2019. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Customer Behaviour, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Customer Behaviour, Volume 18, Number 3, Autumn 2019, pp. 239-256, doi: https://doi.org/10.1362/147539219X15774563471801