TY  - JOUR
AB  - Purpose The aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.Design/methodology/approach Beyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance.Findings The result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement.Originality/value Prior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance.
VL  - 38
IS  - 7
SN  - 0263-4503
DO  - 10.1108/MIP-08-2019-0413
UR  - https://doi.org/10.1108/MIP-08-2019-0413
AU  - Bai Lijuan
AU  - Yan Xiangbin
AU  - Yu Guang
PY  - 2020
Y1  - 2020/01/01
TI  - Impact of consumer engagement on firm performance
T2  - Marketing Intelligence & Planning
PB  - Emerald Publishing Limited
SP  - 847
EP  - 861
Y2  - 2024/09/26
ER  -