Understanding consumer engagement in social media: The role of product lifecycle
作者：
Highlights：
• This study conceptualized and validated the concept of customer engagement with a social media post. The analyses reveal that customer engagement in social media is shaped by the numbers of likes and shares of a social media post.
• This study investigated the effects of popularity, discourse logic and argument frame on customer engagement with a social media post.
• This study also examined to what extent those effects vary by the product lifecycle on a group of products (i.e., vehicles) at different lifecycle stages.
• This study also explored to what extent customer engagement and its antecedents could vary by social media platform.
• This study also showed that promotion and marketing strategies should vary by a product's lifecycle and social media platform.
摘要
•This study conceptualized and validated the concept of customer engagement with a social media post. The analyses reveal that customer engagement in social media is shaped by the numbers of likes and shares of a social media post.•This study investigated the effects of popularity, discourse logic and argument frame on customer engagement with a social media post.•This study also examined to what extent those effects vary by the product lifecycle on a group of products (i.e., vehicles) at different lifecycle stages.•This study also explored to what extent customer engagement and its antecedents could vary by social media platform.•This study also showed that promotion and marketing strategies should vary by a product's lifecycle and social media platform.
论文关键词：Customer engagement,Social media,Product lifecycle,Discourse logic,Argument frame,Popularity
论文评审过程：Received 15 April 2021, Revised 24 August 2021, Accepted 21 November 2021, Available online 30 November 2021, Version of Record 20 September 2022.
论文官网地址：https://doi.org/10.1016/j.dss.2021.113707
