Shallow vs. Deep Customer Engagement - a Study of Brand Value Propositions in Twitter

Social Media facilitates a two-way channel between brands and customers, whereby value co-creation is enabled through customer engagement (CE) with brand value propositions. Brands proposition their values to their customers and this Marketer-Generated-Content (MGC) is propagated through social-media. The corresponding CE enables the creation of User-Generated-Content (UGC) in the form of likes, shares and comments (positive or negative). While there has been prior work on MGC/UGC, seldom has research investigated the nature of shallow vs. deep engagement for value propositions in social media. Shallow vs. deep engagement in social-media manifests in the form of likes/shares vs. comments for value propositions offered by brands. To address this gap, this paper uses a Twitter dataset of value propositions from Top-10 coffee brands comprising 658 tweets and 12077 customer responses. This work utilizes the 5-level categorization of Consumption-Value-Theory to categorize the 15 value dimensions in the tweets. Through statistical modelling this research shows that the nature of value propositions that attract shallow vs. deep engagement varies from brand-tobrand. Also, this work demonstrates that deep engagement is facilitated by complex interaction of variables over shallow engagement. These findings can help brand managers to identify and promote specific value propositions to meet their social-media objectives.

[1]  James W. Peltier,et al.  Social media and consumer engagement: a review and research agenda , 2016 .

[2]  R. Brodie,et al.  Customer Engagement , 2011 .

[3]  David J. Faulds,et al.  Social media: The new hybrid element of the promotion mix , 2009 .

[4]  Millissa F. Y. Cheung,et al.  Service co-creation in social media: An extension of the theory of planned behavior , 2016, Comput. Hum. Behav..

[5]  Christian Kowalkowski,et al.  The co-creative practice of forming a value proposition , 2012 .

[6]  J. Pennebaker,et al.  The Psychological Meaning of Words: LIWC and Computerized Text Analysis Methods , 2010 .

[7]  C. Grönroos.  Value co-creation in service logic: A critical analysis , 2011 .

[8]  Chedia Dhaoui,et al.  Social media sentiment analysis: lexicon versus machine learning , 2017 .

[9]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[10]  M. Hughes,et al.  Exploring consumers' motivations to engage in innovation through co-creation activities , 2014 .

[11]  J. R. Landis,et al.  The measurement of observer agreement for categorical data. , 1977, Biometrics.

[12]  Mounia Lalmas,et al.  Understanding User Attention and Engagement in Online News Reading , 2016, WSDM.

[13]  Michail N. Giannakos,et al.  Online Reviews or Marketer Information? An Eye-Tracking Study on Social Commerce Consumers , 2017, I3E.

[14]  Wenhua Liu,et al.  Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation , 2017, Int. J. Inf. Manag..

[15]  Christian Grönroos,et al.  Conceptualising value co-creation: A journey to the 1970s and back to the future , 2012 .

[16]  A. Ghoneim,et al.  Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter , 2015 .

[17]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[18]  D. Muntinga,et al.  Introducing COBRAs , 2011 .

[19]  T. Daugherty,et al.  eWOM and the importance of capturing consumer attention within social media , 2014 .

[20]  Wenhua Liu,et al.  The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China , 2015, Comput. Hum. Behav..

[21]  Bastin Tony Roy Savarimuthu,et al.  QuickReview: A Novel Data-Driven Mobile User Interface for Reporting Problematic App Features , 2017, IUI.

[22]  James A. Narus,et al.  Customer value propositions in business markets. , 2006, Harvard business review.

[23]  Michail N. Giannakos,et al.  Value Co-Creation and Trust in Social Commerce: an fsQCA Approach , 2017, ECIS.

[24]  Mostafa Alwash,et al.  Identifying and Classifying Value Propositions in Brand Tweets - a Study of Top-10 coffee Brands , 2016, PACIS.

[25]  Yang Yu,et al.  The impact of social and conventional media on firm equity value: A sentiment analysis approach , 2013, Decis. Support Syst..