Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation
基于使用与满足理论，在消费旅程的购后阶段三个时间点调查了顾客对社交媒体营销活动的评价、顾客参与和顾客粘性之间的纵向关系，发现顾客参与对粘性有跨时滞影响，粘性反过来也影响营销活动评价。
Abstract Although customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross‐sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses‐and‐gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post ‐purchase stage of the consumption journey. Cross‐lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross‐lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross‐lagged effects arise from (a) firm‐based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.