Customer Engagement: From Social Shoppers to Social Learners and Collaborators

Customer Engagement: From Social Shoppers to Social Learners and Collaborators

Robin Cheng (Taylor's University, Malaysia)
Copyright: © 2020 |Pages: 14
DOI: 10.4018/978-1-5225-9697-4.ch010

Abstract

This chapter focused on exploring the engagement in which consumers interact with each other while conducting online shopping activities, such as discovering products, sharing product information, and/or collaboratively making shopping decisions. At the core of the product/service offering, successful shopping models will be able to meet the needs of highly engaged shoppers. In order to develop sustainable shopping model for this group of shoppers, social support theory could explain the current phenomenon of the use of social media for shopping. The social media technologies facilitated collaborative learning and collaborative improvement on the sale of unconventional and innovative products. The chapter contributes in social commerce innovations and provides managerial implications for understanding the overall interactions of social commerce.
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Engaged Host-Users / Followers: Harnessing Positive Experiences

Individuals are using digital platform to disseminate knowledge for survival over the long term. During the social learning process, the highly engaged followers/users will be contributing to the conversation post threads and the core group of highly engaged fans is more valuable than millions of disengaged followers/users, and they can have a huge impact on the marketing efforts (Ackroyd, 2018). In the experiential journey, the followers/users may discover a small, real, relevant and quality of audience contributing to the content of the engaged champion.

Key Terms in this Chapter

Social Media Learners: Individuals personalize the way they experience and interact with the web and web tools.

Social Media Engagement: A quality of user experience with web-based technologies that enable users to interact with, create, and share content with individuals and organizations in their social networks.

Model of Social Media Engagement: It comprises of these elements: presentation of self, action and participation, uses and gratifications, positive experiences, usage and activity counts, and social context.

User Engagement: A quality of user experience with technology.

Engaged Users/Followers: The core group of fans who will be contributing to the conversation post or contents of the post threads.

Social Exchange Theory: It postulates that consumers are socially interdependent.

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