Customer engagement in an online social platform: A conceptual model and scale development

Christy M K CHEUNG, Matthew K.O. Lee, Xiao Ling Jin

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

49 Citations (Scopus)

Abstract

The rise of new media channels in the last few years has changed the ways customers communicate and exchange information. Managing customer relationship through social media engagement has become an important component of successful electronic marketing strategies. Though the concept of customer engagement has received considerable attention in the business community, there is a paucity of theory-guided empirical research in customer engagement in an online social platform. More importantly, there is a lack of consensus regarding its definition, forms, dimensionality, and operationalization. This study addresses these limitations in part by theoretically conceptualizing and empirically validating a scale to measure customer engagement in an online social platform. In this research-in-progress paper, we present our conceptual model of customer engagement and propose a rigorous approach in scale development and validation. The authors believe that this research will contribute to the development of online community literature and add to the repository of rigorous research instruments for researchers to use.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems 2011, ICIS 2011
Pages3105-3112
Number of pages8
Publication statusPublished - Dec 2011
Event32nd International Conference on Information System 2011, ICIS 2011 - Shanghai, China
Duration: 4 Dec 20117 Dec 2011

Publication series

NameInternational Conference on Information Systems 2011, ICIS 2011
Volume4

Conference

Conference32nd International Conference on Information System 2011, ICIS 2011
Country/TerritoryChina
CityShanghai
Period4/12/117/12/11

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Absorption
  • Customer engagement
  • Dedication
  • Instrument development
  • Online communities
  • Social media
  • Vigor

Fingerprint

Dive into the research topics of 'Customer engagement in an online social platform: A conceptual model and scale development'. Together they form a unique fingerprint.

Cite this