• 유통과학연구
• /
• 제19권1호
• /
• pp.89-103
• /
• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.

• 아태비즈니스연구
• /
• 제14권1호
• /
• pp.195-214
• /
• 2023

Purpose - This study aims to investigate the factors (experience value, social capital, cultural capital) affecting users' engagement in UGC platform, and to examine their effect on relationship commitment. The study further attempted to confirm the moderating effect of the need for self-expression. Design/methodology/approach - Data was collected from 230 UGC users through a survey, and the study performed a structural equation model analysis to validate the conceptual model which contains five research hypotheses. Findings - The study found that only service value, one of experiential values, has a significant positive (+) effect on customer engagement and that social capital and cultural capital also have a significant positive (+) effect on customer engagement In addition, customer engagement in the UGC platform was found to have a significant positive (+) effect on the relationship commitment. However, the need for self-expression did not moderate the relationship between customer engagement and relationship commitment. Research implications or Originality - Marketing strategies that can strengthen UGC users' engagement factors can lead up to follow-up research, which finds ways to improve not only users' engagement but also sustained relationship with the UGC platforms.

• 유통과학연구
• /
• 제17권1호
• /
• pp.57-72
• /
• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• Asia Marketing Journal
• /
• 제16권2호
• /
• pp.1-14
• /
• 2014

This study applies the job-demands resource (JD-R) model to investigate the interactive effect of job demands and job resources in predicting the development of service employee work engagement and customer-oriented attitude. This paper proposed a theoretical model that suggests that the service employee's work engagement is the consequence of the employee's perceived support from the organization and its customers (customer participation) and leads to a customer-oriented attitude. However, the effect of organizational support is somewhat hindered by job insecurity, demonstrating the inability of an organizationally provided job resource to overcome the job demand of job insecurity. As a type of job demand from customer's perspective, customer crowding is suggested as a negative moderator in the link between customer participation and work engagement. As such, this article proposes how different elements of a service employee's work environment interact to ultimately influence the service employee's customer-oriented attitude. Specifically, the current research focuses on how the negative contextual elements of job insecurity and job crowding (i.e., job demands) interact with the potentially positive elements of organizational support and customer participation (i.e., job resources), as well as with an employee's customer orientation, to ultimately develop a customer-oriented attitude. This study concludes with some propositions for potential causal relationships among key constructs that can be empirically tested in future research, as well as implications of the current study for both managers and researchers.

• Journal of East Asia Management
• /
• 제4권2호
• /
• pp.19-38
• /
• 2023

With the progress of information technology and the rapid development of the gamification marketing, corporate marketing through virtual CSR co-create as customer acquisition, customer retention strategy has become the hot topic, but the reality results show that the effect of virtual CSR co-create fails to reach an enterprise's marketing purposes. Based on the success model of D&M information system, from the perspective of customer engagement, this study analyzes how enterprises achieve customer engagement and bring gameful experience to customers through gamification marketing in the context of virtual CSR co-create. The empirical results show that the quality of game information -- social interaction and sense of achievement in the context of virtual CSR co-create have a significant positive impact on consumers' gameful experience, and customer engagement plays a partial mediating role between social interaction, sense of achievement and consumers' gameful experience.

• 한국산업정보학회논문지
• /
• 제24권3호
• /
• pp.51-66
• /
• 2019

본 논문은 경험재에 속하는 스포츠 브랜드에 대한 경험이 브랜드 인게이지먼트 및 고객감동에 어떠한 영향력을 미치는지 살펴보았다. 또한 브랜드 인게이지먼트가 브랜드에 대한 고객들의 인지, 정서, 행동적 반응에 미치는 영향을 검증하였다. 연구결과, 브랜드 경험은 브랜드 인게이지먼트, 고객감동, 브랜드 만족도와의 관계에서 모두 긍정적 영향관계가 있음을 확인하였다. 브랜드 인게이지먼트는 브랜드 충성도에 긍정적 영향력이 있는 것으로 확인되어, 브랜드 인게이지먼트가 높게 형성된 고객들은 브랜드와의 지속적인 관계를 형성하며, 긍정적 행동을 보이는 것을 알 수 있다. 브랜드 만족도는 고객감동에 긍정적 영향을 미치고, 고객감동은 브랜드 충성도에 긍정적 영향을 미치는 것을 알 수 있었다. 따라서 브랜드 관리자는 브랜드 경험과 브랜드 인게이지먼트 그리고 고객감동 간의 관계들을 잘 구축하여 고객들과 브랜드와의 가치를 상승시킴으로써 브랜드 경쟁력을 강화시킬 수 있음을 시사한다.

• 한국정보시스템학회지:정보시스템연구
• /
• 제24권4호
• /
• pp.99-116
• /
• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권2호
• /
• pp.475-483
• /
• 2021

COVID-19 pandemic has affected the lives of people and has forced businesses to develop different ways of doing businesses. Several businesses have implemented social responsibility activities. With social distancing keeping many people at home, online and digital platforms have become one of the most important mechanisms for businesses undertakings and implementing those social responsibility initiatives and activities - digital social responsibility (DSR). The purpose of this study is to examine the relationships of electronic word-of-mouth (eWOM) intentions and customer engagement with DSR in social media with attitude toward DSR as the antecedent during COVID-19 social distancing situation in Thailand. The study employs a quantitative research method where sampling method is followed by convenience sampling technique, and study data is collected through survey questionnaire with social media users who have experiences with firms' online social responsibility initiatives. Based the samples of 123 respondents, Structural Equation Modelling (SEM) has been used for analysis. The results show that attitudes toward DSR in social media significantly influence electronic word-of-mouth (eWOM) intentions and have a significant effect on customer engagement with DSR in social media. The mediation analysis also revealed that eWOM intention partially mediated the relation between attitudes toward DSR in social media and customer engagement.

• 한국프랜차이즈경영연구
• /
• 제11권2호
• /
• pp.41-51
• /
• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• 문화기술의 융합
• /
• 제9권4호
• /
• pp.693-697
• /
• 2023

2022년도 현재 디저트 카페 트렌드는 더 빠르게 변화하고 고객의 니즈는 점점 더 까다로워지고 있으며 한국인의 소비성향은 빠르게 변화하여고객의 눈높이를 맞추고 고객에게 더 나은 서비스를 제공하는 물리적 환경을 개선하려는 꾸준한 노력이 필요하므로 본 연구는 디저트 카페에 대한 서비스스케이프, 고객인게이지먼트 요인을 선행연구들을 바탕으로 빅데이터를 통해 디저트 카페 정보에 대한 키워드를 조사하여 서비스스케이프 요인, 고객인게이지먼트의 관계성을 규명한다.