ORCID Profile
0000-0001-5177-9024
Current Organisation
Shippensburg University of Pennsylvania
Does something not look right? The information on this page has been harvested from data sources that may not be up to date. We continue to work with information providers to improve coverage and quality. To report an issue, use the Feedback Form.
Publisher: Elsevier BV
Date: 09-2018
Publisher: Elsevier BV
Date: 08-2020
Publisher: Springer Science and Business Media LLC
Date: 29-05-2017
Publisher: Informa UK Limited
Date: 17-12-2016
Publisher: Informa UK Limited
Date: 27-04-2015
Publisher: Elsevier BV
Date: 02-2021
Publisher: Elsevier BV
Date: 2019
Publisher: Emerald
Date: 09-09-2019
Abstract: Social media brand platforms have become a popular means for engaged customers to share information and experiences with brands and other customers. However, empirical research on how customer engagement (CE) relates to customers’ sharing intentions with the brand is limited. This study aims to investigate causal patterns of four CE dimensions – focused attention, absorption, enthusiasm and interaction – together with two cognitive structure properties in stimulating sharing intentions with the brand. Using data from 782 Chinese customers of brand pages on the social media platform Weibo, this paper is the first to use both finite mixture partial least squares (FIMIX-PLS) analysis and fuzzy-set qualitative comparative analysis (fsQCA) to empirically assess the impact of CE configurations on sharing intentions. The findings imply that not all of the CE dimensions co-occur necessarily and that different configurations of them can produce superior sharing intentions, conditional on the cognitive structure of customers, including their level of brand knowledge and avant-gardism. Although restricted to customers on Weibo, the results inform practice about how social media technology can facilitate different CE configurations and customer sharing intentions. The results inform brand managers’ segmentation efforts and CE content marketing initiatives that can induce different CE configurations and customer sharing intentions with customers that possess high avant-gard and brand knowledge characteristics. This study is the first to substantiate how different CE configurations (as gestalts) affect sharing intentions in social media and to challenge conventional net-effects thinking about CE dimensions. Understanding how such conditional configurations foster sharing via a social media platform is advantageous because it can improve segmentation efforts to strengthen brand relationships.
Publisher: Emerald
Date: 15-08-2023
DOI: 10.1108/APJML-02-2022-0126
Abstract: Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops and tests a theoretical model investigating the effects of football-game socialisation, team interest, football interest and transaction satisfaction (stimuli) on fanship and cumulative satisfaction (organism), and subsequently, attitudinal loyalty and behavioural loyalty (response). National culture was a moderator. A self-administered online survey collected data from a convenience s le of 762 football fans from Brazil, China and Germany. The PLS-SEM results support the S-O-R based model, indicating that football fan-loyalty behaviours are determined by fanship and cumulative satisfaction with the team. Fan experiences, in turn, are also found to be influenced by fan perceptions relating to socialisation, team interest, football interest and transaction satisfaction—elements over which the football team's management may exert some degree of control. Some national cultural differences were found, with three of the model's 12 structural paths significantly different for Germany vis-à-vis Brazil. This study advances the authors’ understanding of the significance of socialisation and fan-interest factors for football, providing evidence supporting the role of the fan experience and service-consumption stimuli related to those game experiences as significant drivers (stimuli) of the fan's affective (fanship) and cognitive states (cumulative satisfaction). This study enriches the limited body of evidence on fanship's role as a driver of attitudinal and behavioural loyalty. Finally, the multi-country study partially supports the moderation effect of national culture.
Publisher: Emerald
Date: 08-01-2018
Abstract: Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus–organism–response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. The s le is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. The findings have important implications for the design and optimization of online services in the customer engagement-innovation interface to harness CEBs for innovation performance.
Publisher: Informa UK Limited
Date: 17-05-2016
Location: United States of America
No related grants have been discovered for Mohammad Rahman.