Advanced search
1 file | 426.21 KB Add to list

The role of marketer-generated content in customer engagement marketing

(2019) JOURNAL OF MARKETING. 83(6). p.21-42
Author
Organization
Abstract
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.
Keywords
Marketing, Business and International Management, customer engagement, customer lifetime value, customer sentiment, econometric modeling, marketer-generated content, social media, WORD-OF-MOUTH, SOCIAL MEDIA ACTIVITIES, ONLINE COMMUNICATIONS, ADVERTISING APPEALS, SAMPLE SELECTION, BRAND COMMUNITY, USER, PURCHASE, IMPACT, FACEBOOK

Downloads

  • (...).pdf
    • full text (Published version)
    • |
    • UGent only
    • |
    • PDF
    • |
    • 426.21 KB

Citation

Please use this url to cite or link to this publication:

MLA
Meire, Matthijs, et al. “The Role of Marketer-Generated Content in Customer Engagement Marketing.” JOURNAL OF MARKETING, vol. 83, no. 6, 2019, pp. 21–42.
APA
Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. JOURNAL OF MARKETING, 83(6), 21–42.
Chicago author-date
Meire, Matthijs, Kelly Hewett, Michel Ballings, V. Kumar, and Dirk Van den Poel. 2019. “The Role of Marketer-Generated Content in Customer Engagement Marketing.” JOURNAL OF MARKETING 83 (6): 21–42.
Chicago author-date (all authors)
Meire, Matthijs, Kelly Hewett, Michel Ballings, V. Kumar, and Dirk Van den Poel. 2019. “The Role of Marketer-Generated Content in Customer Engagement Marketing.” JOURNAL OF MARKETING 83 (6): 21–42.
Vancouver
1.
Meire M, Hewett K, Ballings M, Kumar V, Van den Poel D. The role of marketer-generated content in customer engagement marketing. JOURNAL OF MARKETING. 2019;83(6):21–42.
IEEE
[1]
M. Meire, K. Hewett, M. Ballings, V. Kumar, and D. Van den Poel, “The role of marketer-generated content in customer engagement marketing,” JOURNAL OF MARKETING, vol. 83, no. 6, pp. 21–42, 2019.
@article{8661074,
  abstract     = {Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.},
  author       = {Meire, Matthijs and Hewett, Kelly and Ballings, Michel and Kumar, V. and Van den Poel, Dirk},
  issn         = {0022-2429},
  journal      = {JOURNAL OF MARKETING},
  keywords     = {Marketing,Business and International Management,customer engagement,customer lifetime value,customer sentiment,econometric modeling,marketer-generated content,social media,WORD-OF-MOUTH,SOCIAL MEDIA ACTIVITIES,ONLINE COMMUNICATIONS,ADVERTISING APPEALS,SAMPLE SELECTION,BRAND COMMUNITY,USER,PURCHASE,IMPACT,FACEBOOK},
  language     = {eng},
  number       = {6},
  pages        = {21--42},
  title        = {The role of marketer-generated content in customer engagement marketing},
  url          = {http://dx.doi.org/10.1177/0022242919873903},
  volume       = {83},
  year         = {2019},
}

Altmetric
View in Altmetric
Web of Science
Times cited: