TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Rossmann, Alexander
A1  - Stei, Gerald
ED  - Zimmermann, Alfred
ED  - Rossmann, Alexander
T1  - User engagement in corporate Facebook communities
T2  - Digital Enterprise Computing (DEC 2015) : June 25-26, 2015, Böblingen, Germany
N2  - The stimulation of user engagement has received significant attention in extant research. However, the theory of antecedents for user engagement with an initial electronic word-of-mouth (eWoM) communication is relatively less developed. In an investigation of 576 unique user postings across independent Facebook (FB) communities for two German firms, we contribute to the extant knowledge on user engagement in two different ways. First, we explicate senders’ prior usage experience and the extent of their acquaintance with other community members as the two key drivers of user engagement across a product and a service community. Second, we reveal that these main effects differ according to the type of community. In service communities, experience has a stronger impact on user engagement; whereas, in product communities, acquaintance is more important.
KW  - social media
KW  - user engagement
KW  - acquaintance
KW  - experience
KW  - word-of-mouth
KW  - community type
KW  - regression analysis
Y1  - 2015
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-6004
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-6004
UR  - http://subs.emis.de/LNI/Proceedings/Proceedings244/article20.html
SN  - 978-3-88579-638-1
SB  - 978-3-88579-638-1
SP  - 51
EP  - 62
S1  - 12
PB  - Gesellschaft für Informatik
CY  - Bonn
ER  -