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首页> 外文期刊>Journal of Business Research >Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context
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Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context

机译：了解消费者的社交媒体参与行为：对社会媒体背景的审查效应

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摘要

Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours, namely, consumption, contribution, and creation is underexplored. Hence, we seek to understand the various levels of engagement behaviours that are influenced by key social media contextual factors, namely media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the impact of social media contextual factors on various engagement behaviours.
机译：社交媒体已成为零售商寻求积极参与消费者的常态。有一些证据表明一些消费者选择不与社交媒体营销内容进行搞，消费者参与的深度在不同的社交媒体上变化。然而，缺乏对可能导致这种差异有贡献的上下文因素的实证研究。此外，社交媒体参与行为的变化，即消费，贡献和创造是曝光的。因此，我们寻求了解受关键社交媒体环境因素，即媒体丰富和内容可靠性影响的各种接近行为。我们使用PLS-SEM分析721次调查响应。结果揭示了媒体背景对参与行为的显着影响。本研究有助于社交媒体参与的文学越来越多，特别是了解社会媒体上下文因素对各种参与行为的影响。

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