Customer engagement on social media. a literature review

Balkan, N. (2017) Customer engagement on social media. a literature review. In: García-Medina, I. and Tur-Viñes, V. (eds.) Diálogos bilaterales entre investigadores de la Glasgow Caledonian University (Reino Unido) y la Universidad de Alicante (España). Estudios interdisciplinares. Universidad de Alicante: Alicante, pp. 9-26. ISBN 9788461793884 (doi: 10.14198/medcom/2017/10_cmd)

Abstract

Despite social media being a topic that has been researched for a decent amount of time, there is still no consensus on what social media engagement is or, indeed, how to achieve it. This is partly due to social media’s constantly evolving and adapting nature. However, the resulting effect has been inefficient social media strategies. Inefficient social media practices will, in a bestcase scenario, cause resource wastage or, in the worst instance, result in lost competitiveness. It is imperative companies are better aware of what social media engagement is. This article is a literature review on previous research regarding social media engagement, discussing the various definitions of social media and the arguments surrounding social media engagement. This review concludes with elements identified contributing towards effective social media engagement, such as frequency of contact and customer motivation. This essay deliberately does not discuss measures or return on investment, instead focuses on understanding social media engagement from a broader perspective to discern where there focus of social media engagement should be. It will then be possible to identify areas of further research to help develop knowledge, strategies and measures within the social media engagement field.

• Item Type: Book Sections
• Status: Published
• Glasgow Author(s) Enlighten ID: Balkan, Dr Nilay
• Authors: Balkan, N.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Publisher: Universidad de Alicante
• ISBN: 9788461793884
• Copyright Holders: Copyright © 2017 The Author
• First Published: First published in Diálogos bilaterales entre investigadores de la Glasgow Caledonian University (Reino Unido) y la Universidad de Alicante (España). Estudios interdisciplinares: 9-26
• Publisher Policy: Reproduced under a Creative Commons License