Exploring the antecedents to the online customer engagement behaviours; sharing, learning & endorsing

Goddard, Tara Angela and Wilson, Alan and Karampela, Maria (2018) Exploring the antecedents to the online customer engagement behaviours; sharing, learning & endorsing. In: European Marketing Academy Conference 2018, 2018-05-29 - 2018-06-01, University of Strathclyde.

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    Abstract

    The aim of this research is to add to the growing empirical research around customer engagement and examine if motivational drivers mediate the relationship between personality traits and the online customer engagement behaviours (OCEB); sharing, learning and endorsing. The research was undertaken using an online survey with 401 respondents who interacted with brands online using social media sites; Facebook, Twitter and Instagram. The study provides evidence that the antecedents to online customer engagement behaviour not only interact but that together personality traits and motivational drivers impact specific types of OCEB. These findings help to deepen the understanding of what influences customers to take part in specific OCEBs, and can be used by managers who are seeking to develop programs to strategically influence online customer engagement, to better understand these customers. .