Do social media and e-mail engagement impact reputation and trust-driven behavior?

Kovač, Matej (author), Žabkar, Vesna (author)

Purpose – The purpose of this paper is to investigate the impact of customer social media engagement (SE) and e-mail engagement (EE) on online service providers’ reputation, customer trust, and loyalty. Design/methodology/approach – The research is based on an online survey of 271 customers of an online service who have social media accounts and could be connected with the loyalty data in the vendor’s customer relationship management (CRM) system in the two years after the survey. Structural equation modelling was used to analyze the data. Findings and implications – EE positively influences a service provider’s reputation and consumer trust in the online service, while the effect of SE is indirect through its positive impact on EE. Trust has a positive impact on loyalty, while the observed loyalty of customers is related to their self-reported loyalty. Limitation – This research focused on an established online service that enjoys a certain level of trust among customers, which can be further enhanced through EE and SE. This study cannot be applied to online services in the early phase of market entry, where trust and reputation are preconditions for EE and SE.

• Language: English
• Keywords: marketing, consumer behaviour, social media
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication version: Version of Record
• Year: 2020
• Number of pages: Str. 9-25
• Numbering: Vol. 32, no. 1
• PID: 20.500.12556/RUL-117710
• UDC: 339.138
• ISSN on article: 0353-4790
• DOI: 10.22598/mt/2020.32.1.9
• COBISS.SI-ID: 20365827
• Publication date in RUL: 22.07.2020

Record is a part of a journal

• Title: Market-Tržište
• Publisher: Cromar, Hrvatska zajednica udruga za marketing, = Cromar, Croatian Union of Marketing Associations, Ekonomski fakultet, Katedra za marketing, = Faculty of Economics and business, Markting Department
• ISSN: 0353-4790
• COBISS.SI-ID: 11324162

Licences

• License: CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International
• Link: http://creativecommons.org/licenses/by-nc/4.0/
• Description: A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.
• Licensing start date: 22.07.2020

Secondary language

• Language: Croatian
• Title: Utječe li angažman na društvenim medijima i putem e-pošte na reputaciju i povjerenjem vođena ponašanja?

Abstract

Svrha – Svrha je rada istražiti utjecaj angažmana korisnika društvenih medija (ADM) i putem e-pošte (AEP) na reputaciju pružatelja online usluga, povjerenje i lojalnost korisnika. Metodološki pristup – Istraživanje se temelji na internetskom anketiranju 271 korisnika online usluge koji imaju račune na društvenim medijima i mogu se povezati s podacima o lojalnosti u CRM sustavu pružatelja online usluge u dvije godine nakon provedenog anketnog istraživanja. Za analizu podataka korišteno je modeliranje strukturnih jednadžbi. Rezultati i implikacije – AEP pozitivno utječe na reputaciju pružatelja usluga i povjerenje korisnika u online uslugu, a učinak ADM-a neizravan je kroz pozitivan učinak na AEP. Povjerenje pozitivno utječe na lojalnost, dok je uočena lojalnost korisnika povezana s njihovom samoprocjenom lojalnosti. Ograničenja – Fokus istraživanja na etabliranoj je online usluzi koja uživa određenu razinu povjerenja među korisnicima, a koje se može dodatno poboljšati kroz AEP i ADM. Ovo se istraživanje ne može primijeniti na online usluge koje su u ranoj fazi ulaska na tržište gdje su povjerenje i ugled preduvjeti za ADM i AEP.

• Keywords: trženje, vedenje potrošnikov, družbeni mediji