Since the late 1980s, information communication and technology (ICT) have reshaped the landscape of the tourism industry (Buhalis & Law, 2008). Thanks to the Web 2.0 technology, tourism practitioners have never been this close to their customers over social media platforms. According to Kaplan and Haenlein (2010), social media refers to “a group of Internet-based applications which build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of User Generated Content” (p. 61). In line with this definition, electronic social networks, user-generated content aggregators, as well as location-based applications are all typical social media platforms, across which enable customers to create, edit, and share content. The increasingly growing social media platforms have greatly facilitated implementations of customer engagement strategies for organizations. As a psychological state, customer engagement is featured by interactive customer experiences with an organization, which encourage psychological, emotional, and physical investment a customer has in the organization (Harrigan, Evers, Miles, & Daly, 2017). In the tourism and hospitality context, customer engagement strategies are as critical in strengthening customer loyalty, trust, and brand evaluations (So, King, & Sparks, 2016). Useful insights have been gained relating to conceptualization and measurement scale of customer engagement, organizational and cultural obstacles to consumer engagement within hotel organizations (Chathoth et al., 2014), customer engagement in a social media context alongside the process of recognition (Cabiddu et al., 2014). Underlying the practical and theoretical significance of customer engagement lies the subjective nature of views on the social media platforms. Goh, Heng, and Lin (2014) recognized that engagement in social media brand communities positively lead to enhanced purchase expenditures through embedded information and persuasion. Quantitively, the persuasive effect of user generated information is at least 22 times more than that of marketer’s in terms of marginal effect. Although previous research has examined consequences of consumer engagement, there has been less attention paid to its causes. Meanwhile, as far as Brodie et al. (2011) were concerned, the persistency of consumer-brand engagement is contingent on an assessment of tangible and intangible costs against possible benefits such as product news and offers. Therefore, identification of these benefits can offer supplementary insights into current literature of consumer engagement. The current study utilizes the self-determination theory to uncover how engagement in social media activities is facilitated by consumers’ intrinsic motivators and what psychological benefits can consumer obtain from such engagement, as either psychological state or process (Brodie et al., 2011). Research subjects in this study are Chinese social media users. According to eMarketer’s (2017) estimated that more than 80 percent of Internet users in China (i.e., around 626 million people) accessed social networks regularly in 2017. The importance of tapping this massive market can never be overestimated.

Customers’ opinions on social network platforms are known to influence peer behaviour (Bai, 2011; Eirinaki, Pisal, & Singh, 2012). Customers are also known to be more engaged in sharing their experiences by writing online reviews and recommendations that may be useful to others (Cantallops & Salvi, 2014; Tang & Guo, 2015; Xu & Li, 2016). Actually, user-generated content (UGC) on social network platforms has emerged as an important source for understanding and managing consumers’ expectations, particularly using automated and semi-automated knowledge extraction techniques from text such as text mining and sentiment analysis (Zhang, Zeng, Li, Wang, & Zuo, 2009). This research analyses dimensions of online customer engagement and associated concepts in customers’ reviews through (i) a global sentiment analysis using positive, neutral and negative sentiments and (ii) a topic-sentiment analysis to capture latent topics in online reviews. Furthermore, it examines what influences customers to contribute their online reviews, beyond the features of each focal company or brand. The research methodology is based on a text mining approach, using the MeaningCloud tool. The study focuses on Yelp.com reviews and includes a random sample of 15,000 unique reviews of restaurants, hotels and nightlife entertainment in eleven cities in the USA. An innovative customer engagement dictionary is created, based on previously validated scales using known dimensions of engagement, experience, emotions and brand advocacy, and extended using WordNet 2.1 lexical database. The research findings reveal a high impact of the engagement cognitive processing dimension and hedonic experience on customers’ review endeavour. The study results further indicate that customers seem to be more engaged in positively advocating a company/brand than the contrary. The findings will help social network managers to reinforce their platforms.

This study focuses on the digital generation in China and their engagement in social media to co-create values with firms. The study employed a qualitative research approach to first develop a social media co-creation value scale. This was followed by motivational analysis of social media engagement to co-create values. A spectrum of utilitarian and hedonic motives related to value co-creation behaviors via social media were then identified. Many theoretical and practical implications are provided based on the study findings.

This study presents a machine learning approach using conditional inference tree (Ctree) to determine how brand equity can be used to factually engage consumers into social media brand-related activities. Using the Ctree algorithm (Hothorn, Hornik, & Zeileis, 2006), a predictive model was computed using self-reported data on consumers’ perceptions of brand equity (Aaker, 1991) and engagement into social media brand-related behavior (Muntinga, Moorman, & Smit, 2011) from a sample of 690 individuals. The predictive modeling analysis revealed 5 different rules (patterns) that trigger social media brand-related behavior. Each rule comprises behavioral engagement discriminating low, medium, and high levels of consumption, contribution, and creation of brand-related social media content. Additionally, the analysis portrait 5 subtypes of consumers according to their behavior. This study has incremental explanatory power over preceding consumer brand engagement studies, in that it demonstrates how to manage brand equity to factually engage consumers into social media brand-related activities, therefore, generating valuable insights that may be used to support business.

Recently, marketing researchers have started to explore the impact of Social Media Brand Communities in digital marketing strategies. However, in spite of this interest, scant attention has been paid to the micro-mechanisms stimulating electronic word of mouth (E-WOM) within social media brand community. In this sense, this exploratory research aims to explore how consumers‟ engagement is related with positive E-WOM.

본 연구는 의료서비스 종사자인 물리치료사를 대상으로 사회지능이 직무수행에 미치는 영향력에 있어 직무열의와 주도적 행동의 다중매개효과를 규명하고자 수행되었다. 구체적으로, 사회지능과 직무수행(역 할 내 수행, 역할 외 수행)의 인과관계, 사회지능의 직무열의 및 주도적 행동에 미치는 영향력, 사회지능과 직무수행(역할 내 수행, 역할 외 수행)의 관계에서 직무열의 및 주도적 행동의 다중매개 효과를 검증하고 자 하였다. 연구를 수행하기 위한 자료는 무작위 표본추출 방법을 통해 부산·울산지역에 소재하는 물리치 료사 209명으로부터 획득하였으며, Smart PLS 3.0 프로그램을 활용하여 실증분석을 수행하였다. 결과를 요약하면, 사회지능은 직무수행(역할 내 수행, 역할 외 수행)에 영향을 미치는 주요 변인임이 확인되었다. 또한 사회지능은 직무에 대한 긍정적 평가인 직무열의 및 주도적 행동을 촉진하는 것으로 나타나, 직무에 대한 긍정적 평가 및 자신의 의해 주도되는 변화 행동에 있어 사회지능의 중요성이 규명되었다. 직무열의 와 주도적 행동의 다중매개효과는 사회지능과 역할 내 수행의 관계에서 직무열의와 주도적 행동이 양자 관계를 모두 부분 매개하는 것으로 밝혀졌으나, 사회지능과 역할 외 수행의 관계는 매개효과가 유의하지 않았다. 이러한 연구결과는 사회지능이 역할 내 수행에 미치는 영향력에 있어 직무열의와 주도적 행동의 중요성을 입증하는 것이다. 연구의 시사점으로는 본 연구는 사회지능을 조직행동분야로 확대하여 사회지 능 연구범위 확대에 기여하며, 구성원의 직무수행을 촉진하는데 있어 사회지능의 중요성을 제안하고 있다.

While it was found that consumers’ experience on purchase intention is significantly affected by greater involvement in blogging (Hsu & Tsou, 2011), not many fashion companies use blogs to improve online consumption and relationship with their employee or customer (Fieseler & Fleck, 2013). Further, despite the growing significance of blog communication, there is a lack of understanding for the impact of accumulation of social capital in the blogosphere on the consumers’ attitude and engagement in previous research. This study is designed to address this gap, and particularly the role of three dimensions of social capital (i.e., structural, relational, and cognitive) in understanding blog user’s attitude and engagement. The purpose of this study is to investigate 1) the effect of blog user’s motivation (i.e., perceived usefulness, perceived ease of use, reputation, altruism, enjoyment, community identification) on their level of social capital within the blog 2) the influence of structural social capital and cognitive social on user’s relational social capital and 3) the impact of relational social capital on blog user’s attitude and engagement. Data was collected through a marketing research firm utilizing online survey method. With 530 usable data, the results of this study indicated enjoyment have positive significant effect on structural social capital while community identification have negative significant effect on structural social capital. For the effect of blogging motivation on cognitive social capital, the result showed positive significant effect of perceived usefulness, altruism and community identification on cognitive social capital Further, structural social capital does not have relationship with relational social capital while cognitive social capital has significant effect on relational social capital. The results also indicated that the relational social capital has influence on blogging attitude, which in turn has strong positive relationship with blogging engagement. The findings of this study contribute some useful knowledge about fashion blog and the relationships of the three social capital dimensions to the literature. Also, this study not only provides theoretical insight into understanding the influence of fashion blog user’s motivation on blogging behavior and satisfaction of needs of belong, it also exposes the influence of relationships building in blog community on user’s blogging attitude and engagement. Previous studies focused more on social influence on knowledge sharing motivation, and most of the researchers paid attention to the interaction of cognitive social capital and relational capital. This study employs the knowledge sharing motivation findings of previous studies, and it uses the effective motivation factors to test if they have the same impacts on people’s blogging behavior.

The aim of this paper is to understand which are the most effective social media strategies for gaining customer engagement for fashion companies. The study has been conducted using the empirical research methodology and the information has been collected with the use of an online survey distributed among companies belonging to the fashion industry. 42 questionnaires have been collected and therefore discussed. The analysis led to the definition of a list of strategies used by fashion companies on the adoption of social media tools. Subsequently, activities and the social tools able to improve customer engagement have been analysed. Finally, according to the size of the companies and to their positioning on the market, a descriptive analysis of the results have been carried out, comparing companies with similar characteristics. The research shows that companies of the same segment adopt the same approach to social media as well as a similar set of social media marketing strategies. The findings of this paper confirm the growing interest both from academics and practitioners for Social Media Marketing tools and they will suggest implications to fashion brands to manage their customer engagement and their social media activity.

목적: 본 연구는 피트니스 지도자의 직무 열의를 높이려는 방안을 모색하고자 성장 욕구, 무형식 학습, 사회적 지 지 등 관련된 변인 간의 관계를 검증하기 위한 것이었다. 방법: 연구 대상은 남, 여 피트니스 지도자 408명이었 으며, 이들에게 설문을 요청한 후 회수하였다. 자료 분석은 SPSS 27.0 프로그램을 활용하여 기술통계, 신뢰도 분 석, 상관분석, 회귀분석 및 매개효과를 분석하였고, AMOS 18.0 프로그램을 활용하여 확인적 요인분석 및 모형적 합도 검증을 하였다. 결과: 첫째, 피트니스 지도자의 성장 욕구, 무형식 학습 및 사회적 지지는 직무 열의에 긍정 적인 영향을 미쳤다. 둘째, 성장 욕구와 직무 열의의 관계에서 무형식 학습과 사회적 지지는 병렬 다중 매개효과 가 나타났다. 결론: 피트니스 지도자의 성장 욕구는 성장과 발달에 필요한 지도자 역량을 높이는 데 기여하고, 지 도에 대한 열정을 강화하는 데 도움이 된다. 또한 성장 욕구가 높은 피트니스 지도자는 동료와 상사, 가족, 고객 의 지지와 같은 사회적 관계가 형성될 때 직무에 대한 열의도 높아지며, 무형식 학습에 참여하고자 노력하는 태 도도 직무 열의에 영향을 준다는 것이 확인되었다.

The purpose of this study was to determine the social engagement network in Sido Muncul’s CSR, the partnership program with farmers, and how the implementation of corporate social entrepreneurship in the program is carried out. The research design uses qualitative methods with a grounded theory approach that tests the validity and reliability of the data using triangulation of data sources and methods, namely, data obtained through documentation and the results of surveys and interviews to more than one observation unit. Data was obtained from surveys and interviews with Sido Muncul’s Public Relations and CSR Division, as well as partner farmers. The results of this study indicate that the social engagement network in Sido Muncul’s partnership program is related to the role of farmer groups, farmer cooperatives, government, NGOs, universities, and private companies as facilitators and control functions, thus creating mutually beneficial relationships with one another. The process of implementing corporate social entrepreneurship in Sido Muncul’s CSR for the partnership program with farmers consists of nine stages: problem identification, coordination with related parties, allocation of resources and commitments, collaboration with NGOs, local entrepreneurs and government, social innovation and the creation of new businesses, documentation of activities, reporting, monitoring and evaluation, as well as publications.

As more consumers are interested in sustainability issues and evaluate brands based on their social responsibility issues involved, firms are using social media platforms in order to communicate with consumers about Corporate Social Responsibility (CSR) activities. However, the current literature focuses mostly on factors drive engagement of promotional messages, while little evidence was found in the literature on how to design effective CSR messages on social media to engage consumers. Using over 3,000 branded posts on Facebook and Twitter, this research explores factors that help CSR messages become more engaging in social media. The results show that, on average, CSR messages had a negative significant effect on consumer engagement. However, CSR messages became more engaging when designed with emotional appeals, longer texts, and a hashtag. While marginal, CSR messages with informational appeals and humor undermined the effect of CSR messages on engagement. Finally, we explore different types of CSR messages by their beneficiary scope and the role of brands in the message and discuss what message contents drive more engagement in social media. This research contributes to the academic literature and managers by providing new insights on how to design CSR messages for effective communications in social media.

In the information age, the relationship between customers and companies is not just about the relationship between consumers and products provided. In the online shopping context, customers are connected to the companies through the Internet before and after the purchase. The concept of "customer engagement" is also formed during the process. In short, customer engagement is the connection that an enterprise establishes with customers through marketing activities. Specifically, customer engagement refers to a series of transactions or non-dealing behaviors of the enterprise, including the interaction between enterprise and the customer, customer's participation behavior and other related behavior, which affects the customer's enthusiasm, social interaction, and conscious participation. Based on the emerging concept of customer engagement, this research keeps up with latest dynamics of online environment and tries to explore the role of customer engagement in the context of social media. Since there are a variety of social media platforms existing, we choose one of the most popular social media platforms in China, WeChat, to investigate the impact of customer engagement on brand loyalty to help companies improve customer's brand loyalty through social media marketing.