Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

Jie Sheng*

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)peer-review

77 Citations (Scopus)
686 Downloads (Pure)


This research investigates the behavioural effects of firms’ online activeness in influencing customer engagement in word-of-mouth communications. Using a large-scale field dataset of hotel reviews and managerial responses, this study empirically examines firm responsiveness in relationship to community members’ participation in the online review posting. Novel findings are reported that response volume and speed are important for effecting firm–customer interactions. This highlights a firm-leading influence on customers’ word-of-mouth behaviour by identifying firm engagement as a motivational driver of customer engagement. It offers implications for researchers and practitioners with regard to social media marketing, in particular firm engaging in the online communication network by acting in an active and prompt manner.
Original languageEnglish
Pages (from-to)40-51
Number of pages12
JournalJournal of Interactive Marketing
Early online date20 Mar 2019
Publication statusPublished - 1 May 2019

Structured keywords

  • MGMT Operations and Management Science
  • MGMT theme Innovation and Digitalisation


  • Customer engagement behaviour
  • Customer reviews
  • Firm engagement
  • Online managerial responses
  • Social media marketing


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