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.
| Author of HS Reutlingen | Rossmann, Alexander; Stei, Gerald |
|---|---|
| URN: | urn:nbn:de:bsz:rt2-opus4-6004 |
| URL: | http://subs.emis.de/LNI/Proceedings/Proceedings244/article20.html |
| ISBN: | 978-3-88579-638-1 |
| Erschienen in: | Digital Enterprise Computing (DEC 2015) : June 25-26, 2015, Böblingen, Germany |
| Publisher: | Gesellschaft für Informatik e.V |
| Place of publication: | Bonn |
| Editor: | Alfred ZimmermannORCiD, Alexander RossmannORCiD |
| Document Type: | Conference proceeding |
| Language: | English |
| 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): |  Open Access |
