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首页> 外文期刊>International Journal of Internet Marketing and Advertising >The time-varying effectiveness of customer engagement in social media
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The time-varying effectiveness of customer engagement in social media

机译：客户参与社交媒体的时效性

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This paper investigates the time-varying effect of customer engagement behaviour on brand performance in a social media context. Over 350,000 comments were retrieved from car brand owned Facebook pages for over 66 months. Customer engagement in social media (Facebook) was measured using composite valence volume metric, with valence estimated through lexicon-based sentiment analysis. The brand performance was gauged through unit sales of the car brand. Change-point analysis identified time variation through shifts in brand life cycle stages. Time-series analysis assessed lead-lag effects of customer engagement on brand performance. The customer engagement in social media brand community leads brand performance during all brand life cycle stages, except the decline stage. The results are consistent with the theory of interpersonal influence, which postulates persuasive engagement is dominant until maturity stage. The work contributes to the fast-growing customer engagement literature by investigating the dynamic customer engagement - brand performance relationship in a Facebook brand community context.
机译：本文研究了社交媒体环境下客户参与行为对品牌绩效的时变影响。在超过66个月的时间里，从汽车品牌拥有的Facebook页面上检索了超过350,000条评论。社交媒体（Facebook）中的客户参与度是使用复合价位量度来衡量的，其价位是通过基于词典的情感分析来估算的。品牌绩效是通过汽车品牌的单位销量来衡量的。变更点分析通过品牌生命周期阶段的变化确定了时间变化。时间序列分析评估了客户参与对品牌绩效的领先滞后效应。社交媒体品牌社区中的客户参与度会在所有品牌生命周期阶段（下降阶段除外）领导品牌绩效。这一结果与人际影响理论相一致，后者认为说服性参与在成熟之前一直占主导地位。这项工作通过调查动态的客户参与度（在Facebook品牌社区环境中的品牌绩效关系），为快速增长的客户参与度文献做出了贡献。

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