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Social Media Engagement Theory: Exploring the Influence of User Engagement on Social Media Usage

Social Media Engagement Theory: Exploring the Influence of User Engagement on Social Media Usage

Paul M. Di Gangi (University of Alabama at Birmingham, Birmingham, AL, USA) and Molly M. Wasko (Department of Management, Information Systems and Quantitative Methods, University of Alabama at Birmingham, Birmingham, AL, USA)
Copyright: © 2016 |Pages: 21
DOI: 10.4018/JOEUC.2016040104
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Abstract

Business models that rely on social media and user-generated content have shifted from the more traditional business model, where value for the organization is derived from the one-way delivery of products and/or services, to the provision of intangible value based on user engagement. This research builds a model that hypothesizes that the user experiences from social interactions among users, operationalized as personalization, transparency, access to social resources, critical mass of social acquaintances, and risk, as well as with the technical features of the social media platform, operationalized as the completeness, flexibility, integration, and evolvability, influence user engagement and subsequent usage behavior. Using survey responses from 408 social media users, findings suggest that both social and technical factors impact user engagement and ultimately usage with additional direct impacts on usage by perceptions of the critical mass of social acquaintances and risk.
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Social Media Engagement Theory

This research builds upon Prahalad and Ramaswamy’s (2004) model of co-creation in the service sector and adapts this model to create a parsimonious theoretical framework to explain SME. Originally built as a model of interaction between a user and organization, we extend this model to focus on the social interactions among users that are supported by the social media platform provided by an organization. We build upon Prahalad and Ramaswamy’s (2004) work by applying a socio-technical systems perspective to first address why the user experience influences engagement and subsequently usage.

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