Content marketing · Systematic/conceptual review of customer-engagement research
Customer engagement and social media: Revisiting the past to inform the future
Journal of Business Research · 2022
Summary
Social media amplifies the importance and measurability of customer engagement.
For your marketing
Possible founder application
Define engagement behaviors tied to activation, expansion, advocacy, and renewal.
Reported result
What the study found
Social media amplifies the importance and measurability of customer engagement.
Research question
What the authors investigated
How does the study’s stated design explain its reported outcome in this setting?
Design
Systematic/conceptual review of customer-engagement research
Sample and setting
Prior customer-engagement and social-media studies
Scope and transfer
Limitations to keep in view
Review/propositions rather than a new causal field experiment.
Research sources
abstract_only