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- W3019548666 abstract "Purpose The aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media. Design/methodology/approach Beyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance. Findings The result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement. Originality/value Prior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance." @default.
- W3019548666 created "2020-05-01" @default.
- W3019548666 creator A5003360834 @default.
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- W3019548666 date "2020-04-27" @default.
- W3019548666 modified "2023-10-03" @default.
- W3019548666 title "Impact of consumer engagement on firm performance" @default.
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- W3019548666 doi "https://doi.org/10.1108/mip-08-2019-0413" @default.
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