Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Noor Farizah Ibrahim; Xiaojun Wang; Humphrey Bourne

doi:10.1016/j.chb.2017.03.005

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Noor Farizah Ibrahim, Xiaojun Wang, Humphrey Bourne

Research output: Contribution to journal › Article (Academic Journal) › peer-review

44 Citations (Scopus)

580 Downloads (Pure)

Abstract

Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers’ engagement with the online brand communities on users’ perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the
collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers’ engagement with social media users have a significant impact on their
sentiments. Based on our results, we derived several important managerial and practical implications.

Original language	English
Pages (from-to)	321–338
Number of pages	18
Journal	Computers in Human Behavior
Volume	72
Early online date	3 Mar 2017
DOIs	https://doi.org/10.1016/j.chb.2017.03.005
Publication status	Published - Jul 2017

Structured keywords

Smart Networks for Sustainable Futures

Keywords

Social media
Microblogging
Engagement
Online community
Online retailing

Access to Document

10.1016/j.chb.2017.03.005

Full-text PDF (accepted author manuscript)
This is the author accepted manuscript (AAM). The final published version (version of record) is available online via Elsevier at http://www.sciencedirect.com/science/article/pii/S0747563217301541. Please refer to any applicable terms of use of the publisher.
Accepted author manuscript, 2.55 MBLicence: CC BY-NC-ND

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Cite this

@article{dc24660a16754ef4b204542b82b6d031,

title = "Exploring the effect of user engagement in online brand communities: Evidence from Twitter",

abstract = "Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers{\textquoteright} engagement with the online brand communities on users{\textquoteright} perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using thecollected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers{\textquoteright} engagement with social media users have a significant impact on theirsentiments. Based on our results, we derived several important managerial and practical implications.",

keywords = "Social media, Microblogging, Engagement, Online community, Online retailing",

author = "Ibrahim, {Noor Farizah} and Xiaojun Wang and Humphrey Bourne",

year = "2017",

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T2 - Evidence from Twitter

AU - Ibrahim, Noor Farizah

AU - Wang, Xiaojun

AU - Bourne, Humphrey

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N2 - Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers’ engagement with the online brand communities on users’ perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using thecollected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers’ engagement with social media users have a significant impact on theirsentiments. Based on our results, we derived several important managerial and practical implications.

AB - Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers’ engagement with the online brand communities on users’ perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using thecollected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers’ engagement with social media users have a significant impact on theirsentiments. Based on our results, we derived several important managerial and practical implications.

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KW - Online retailing

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