Informatik
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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.
Customer services in the digital transformation: social media versus hotline channel performance
(2015)
Due to the digital transformation online service strategies have gained prominence in practice as well as in the theory of service management. This study examines the efficacy of different types of service channels in customer complaint handling. The theoretical framework, developed using complaint handling and social media literature, is tested against data collected from two different channels (hotline and social media) of a German telecommunication service provider. We contribute to the understanding of firm’s multichannel distribution strategy in two ways: a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels, and b) by testing the impact of complaint handling quality on key performance outcomes like customer loyalty, positive word-of-mouth, and cross purchase intentions.