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 proceedingpeer-review

    88 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

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