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User engagement in corporate Facebook communities

  • 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.

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Author of HS ReutlingenRossmann, Alexander; Stei, Gerald
Erschienen in:Digital Enterprise Computing (DEC 2015) : June 25-26, 2015, Böblingen, Germany
Publisher:Gesellschaft für Informatik
Place of publication:Bonn
Editor:Alfred ZimmermannORCiD, Alexander RossmannORCiD
Document Type:Conference proceeding
Publication year:2015
Tag:acquaintance; community type; experience; regression analysis; social media; user engagement; word-of-mouth
Page Number:12
First Page:51
Last Page:62
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:004 Informatik
Open access?:Ja
Licence (German):License Logo  Open Access