This research investigates the behavioral effects of firms’ online activeness in influencing customer engagement in word-of-mouth communications. Using a large-scale field dataset of hotel reviews and managerial responses, this study empirically examines firm responsiveness in relationship to community members’ participation in the online review posting. Novel findings are reported that response volume and speed are important for effecting firm–customer interactions. This highlights a firm-leading influence on customers’ word-of-mouth behaviour by identifying firm engagement as a motivational driver of customer engagement. It offers implications for researchers and practitioners with regard to social media marketing, in particular firm engaging in the online communication network by acting in an active and prompt manner.
AshleyChristyTutenTracyCreative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer EngagementPsychology and Marketing321201515–27
2.
Barrales-MolinaVanessaMartínez-LópezFrancisco J.Gázquez-AbadJuan C.Dynamic Marketing Capabilities: Toward an Integrative FrameworkInternational Journal of Management Reviews1642014397–416
3.
BergerJonahWord of Mouth and Interpersonal Communication: A Review and Directions for Future ResearchJournal of Consumer Psychology2442014586–607
4.
BoltonRuth N.Comment: Customer engagement: Opportunities and Challenges for OrganizationsJournal of Service Research1432011272–274
5.
BuechelEva C.BergerJonahMicroblogging and the Value of Undirected CommunicationJournal of Consumer Psychology281201840–55
6.
ChangYu-TingYuHueijuLuJsi-PengPersuasive Messages, Popularity Cohesion, and Message Diffusion in Social Media MarketingJournal of Business Research6842015777–782
7.
ChaxelA.S.HanY.Benefiting from Disagreement: Counterarguing Reduces Prechoice Bias in Information EvaluationJournal of Consumer Psychology2812018115–129
8.
ChengY.H.HoH.Y.Social Influence's Impact on Reader Perceptions of Online ReviewsJournal of Business Research6842015883–887
9.
ChevalierJudith A.DoverYanivMayzlinDinaChannels of Impact: User Reviews When Quality is Dynamic and Managers RespondNational Bureau of Economic Research, Working Paper, No. w232992018
10.
DavidowMosheOrganizational Responses to Customer Complaints: What Works and What Doesn'tJournal of Service Research532003225–250
11.
DongBeibelSivakumarK.Customer Participation in Services: Domain, Scope, and BoundariesJournal of the Academy of Marketing Science4562017944–965
12.
van DoornJennyLemonKatherine N.MittalVikasNassStephanPickDoreenPirnerPeterVerhoefPeter C.Customer Engagement Behavior: Theoretical Foundations and Research DirectionsJournal of Service Research1332010253–266
13.
DuanWenjingGuBinWhinstonAndrew B.Do Online Reviews Matter?—An Empirical Investigation of Panel DataDecision Support Systems45420081007–1016
14.
EisingerichAndreas B.ChunHaeEun H.LiuYeyo(Michael)JiaHeBellSimon J.Why Recommend a Brand Face-to-Face but not on Facebook? How Word-of-Mouth on Online Social Sites Differs from Traditional Word-of-MouthJournal of Consumer Psychology2512015120–128
15.
EnzCathy A.GroverRichard A.The Importance of Top Management Visibility for Service-Based ProfessionalsJournal of Managerial Issues1992414–423
16.
EvansDaveSocial Media Marketing: The Next Generation of Business Engagement2010John Wiley and Sons
17.
FangXiaoHuPaul J.H.LiZhepeng(Lionel)TsaiWeiyuPredicting Adoption Probabilities in Social NetworksInformation Systems Research2412013128–145
18.
FelixRetoRauschnabelPhilipp A.HinschChrisElements of Strategic Social Media Marketing: A Holistic FrameworkJournal of Business Research702017118–126
19.
FriedkinNoah E.A Structural Theory of Social Influence1998Cambridge University Press
20.
GenslerSonjaVolcknerbFranziskaLiu-ThompkinsYupingWiertzCarolineManaging Brands in the Social Media EnvironmentJournal of Interactive Marketing2742013242–256
21.
GodesDavidMayzlinDinaFirm-Created Word-of-Mouth Communication: Evidence from a Field TestMarketing Science2842009721–739
22.
GodeyBrunoManthiouAikateriniPederzoliDanieleRokkaJoonosAielloGaetanoDonvitoRaffaeleSinghRahulSocial Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer BehaviorJournal of Business Research691220165833–5841
23.
GoesPaulo B.LinMingfengAu YeungChing-man‘Popularity Effect’ In User-Generated Content: Evidence from Online Product ReviewsInformation Systems Research2522014222–238
24.
GohKhim-YongHengCheng-SuangLinZhijieSocial Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User-and Marketer-Generated ContentInformation Systems Research241201388–107
25.
GongShiyangZhangJuanjuanZhaoPingJiangXupingTweeting as a Marketing Tool–Field Experiment in the TV Industry2017Journal of Marketing ResearchLIV833–850
26.
GuBinYeQiangFirst Step in Social Media: Measuring the Influence of Online Management Responses on Customer SatisfactionProduction and Operations Management2342014570–582
27.
HarmelingColleen M.MoffettJordan W.ArnoldJ.CarlsonBrad D.Toward a Theory of Customer Engagement MarketingJournal of the Academy of Marketing Science4532017312–335
28.
Hennig-ThurauThorstenGwinnerKevin B.WalshGianfrancoGremlerDwayne D.Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?Journal of Interactive Marketing181200438–52
29.
HigginsE. ToryScholerAbigail A.Engaging the Consumer: The Science and Art of the Value Creation ProcessJournal of Consumer Psychology1922009100–114
30.
HollebeekLinda D.GlynnMark S.BrodieRoderick J.Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and ValidationJournal of Interactive Marketing2822014149–165
31.
HomburgChristianFurstAndreasSee no Evil, Hear no Evil, Speak no Evil: A Study of Defensive Organizational Behavior Towards Customer ComplaintsJournal of the Academy of Marketing Science3542007523–536
32.
HomburgChristianEhmLauraArtzMartinMeasuring and Managing Consumer Sentiment in an Online Community EnvironmentJournal of Marketing ResearchLII2015629–641
33.
IyengarRaghuramVan den BulteChristopheValenteThomas W.Opinion Leadership and Social Contagion in New Product DiffusionMarketing Science3022011195–212
34.
KaplanAndreas M.HaenleinMichaelUsers of the World, Unite! the Challenges and Opportunities of Social MediaBusiness Horizons531201059–68
35.
KimAngella J.KoEunjuDo Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion BrandJournal of Business Research651020121480–1486
36.
KingRobert A.RacherlaPradeepBushVictoria D.What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the LiteratureJournal of Interactive Marketing2832014167–183
37.
KozinetsRobert V.The Field Behind the Screen: Using Netnography for Marketing Research in Online CommunitiesJournal of Marketing Research391200261–72
38.
KozinetsRobert V.De ValckKristineWojnickiAndrea C.WilnerJ.S.Networked Narratives: Understanding Word-of-Mouth Marketing in Online CommunitiesJournal of Marketing742201071–89
39.
KumarAshishBezawadaRamRishikaRishikaJanakiramanRamkumarKannanP.K.From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer BehaviorJournal of Marketing8020167–25
40.
KumarV.BhaskaranVikramMirchandaniRohanShahMilapPractice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey PokeyMarketing Science3222013194–212
41.
KurtDidemInmanJ. JeffreyArgoJennifer J.The Influence of Friends on Consumer Spending: The Role of Agency-Communion Orientation and Self-MonitoringJournal of Marketing Research4842011741–754
42.
LambertonCaitStephenAndrew T.A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future InquiryJournal of Marketing8062016146–172
43.
LeeYoung-JinHosanagarKartikTanYongDo I Follow my Friends or the Crowd? Information Cascades in Online Movie RatingsManagement Science61920152241–2258
44.
MathwickCharlaMostellerJillOnline Reviewer Engagement: A Typology Based on Reviewer MotivationsJournal of Service Research2022017204–218
PansariAnitaKumarV.Customer Engagement: The Construct, Antecedents, and ConsequencesJournal of the Academy of Marketing Science4532017294–311
47.
PavlouPaul A.DimokaAngelikaThe Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller DifferentiationInformation Systems Research1742006392–414
48.
ProserpioDavideZervasGeorgiosOnline Reputation Management: Estimating the Impact of Management Responses on Consumer ReviewsMarketing Science3652017645–665
49.
SchniederjansDaraCaoEdita S.SchniederjansMarcEnhancing Financial Performance with Social Media: An Impression Management PerspectiveDecision Support Systems5542013911–918
50.
ShohamMeyravMoldovanSaritSteinhartYaelPositively Useless: Irrelevant Negative Information Enhances Positive ImpressionsJournal of Consumer Psychology2722017147–159
51.
ShriverScott K.NairHarikesh S.HofstetterRetoSocial Ties and User-Generated Content: Evidence from an Online Social NetworkManagement Science59620131425–1443
52.
SparksBeverley A.SoKevin Kam FungBradleyGraham L.Responding to Negative Online Reviews: The Effects of Hotel Responses on Customer Inferences of Trust and ConcernTourism Management53201674–85
53.
SridharShrihariSrinivasanRajiSocial Influence Effects in Online Product RatingsJournal of Marketing765201270–88
54.
SrinivasanShubaVanhueleMarcPauwelsKoenMind-Set Metrics in Market Response Models: An Integrative ApproachJournal of Marketing Research4742010672–684
55.
TeeceDavid J.PisanoGaryShuenAmyDynamic Capabilities and Strategic ManagementStrategic Management Journal1997509–533
56.
TirunillaiSeshadriTellisGerald J.Does Chatter Really Matter? Dynamics of User-Generated Content and Stock PerformanceMarketing Science3122012198–215
57.
TrusovM.BucklinR.E.PauwelsK.Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking SiteJournal of Marketing735200990–102
58.
VerhoefPeter C.ReinartzWerner J.KrafftManfredCustomer Engagement as a New Perspective in Customer ManagementJournal of Service Research1332010247–252
59.
de VriesL.GenslerS.LeeflangP.S.Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media MarketingJournal of Interactive Marketing262201283–91
60.
de VriesL.GenslerS.LeeflangP.S.Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer AcquisitionJournal of Marketing81520171–15
61.
WangJingAribargAnochaAtchadeYves F.Modeling Choice Interdependence in a Social NetworkMarketing Science3262013977–997
62.
WangYangChaudhryAlexanderWhen and How Managers’ Responses to Online Reviews Affect Subsequent ReviewsJournal of Marketing Research5522018163–177
63.
WangZhanKimHyun GonCan Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability PerspectiveJournal of Interactive Marketing39201715–26
64.
XieKaren L.ZhangZiliZhangZiqiongThe Business Value of Online Consumer Reviews and Management Response to Hotel PerformanceInternational Journal of Hospitality Management4320141–12
65.
XieKaren L.ZhangZiliZhangZiqiongSinghAmrikLeeSeul KiEffects of Managerial Response on Consumer EWOM and Hotel Performance: Evidence from TripAdvisorInternational Journal of Contemporary Hospitality Management28920162013–2034
66.
YadavManjit S.De ValckKristineHennig-ThurauThorstenHoffmanDonna L.SpannMartinSocial Commerce: A Contingency Framework for Assessing Marketing PotentialJournal of Interactive Marketing2742013311–323
ZhangMimiJansenBernard J.ChowdhuryAbdurBusiness Engagement on Twitter: A Path AnalysisElectronic Markets2132011161–175
69.
ZhangXiaolingLiShiboBurkeRaymond R.LeykinAlexAn Examination of Social Influence on Shopper Behavior Using Video Tracking DataJournal of Marketing785201424–41
