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Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha

The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirms the importance of antecedent...

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Main Authors: Md Jani, Noraniza, Zakaria, Mohd Hafiz, Mustapha, Ramlan
Format: Article
Language:English
Published: Universiti Teknologi MARA, Perlis 2020
Subjects:
Social aspects. Social marketing
Online social networks
Online Access:https://ir.uitm.edu.my/id/eprint/69205/1/69205.pdf
https://ir.uitm.edu.my/id/eprint/69205/
https://myjms.mohe.gov.my/index.php/intelek
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id my.uitm.ir.69205
record_format eprints
spelling my.uitm.ir.692052022-11-16T02:31:33Z https://ir.uitm.edu.my/id/eprint/69205/ Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha Md Jani, Noraniza Zakaria, Mohd Hafiz Mustapha, Ramlan Social aspects. Social marketing Online social networks The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirms the importance of antecedents in the SNS platform. However, various theoretical and practical support were extremely difficult to obtain. This study intends to fill this shortage through the well-known partial least square (PLS) technique. The questionnaire data were obtained from 389 respondents who actively interacted with brands at a minimum of 2 years in the SNS channel. The findings have verified the contribution of perceived relationship, reward, and brand post as antecedents to customer engagement. In closing points, this manuscript discusses the conclusion and implications to strengthen future literature and industry blueprints. Universiti Teknologi MARA, Perlis 2020-08 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/69205/1/69205.pdf Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha. (2020) Jurnal Intelek, 15 (2): 8. pp. 76-86. ISSN 2682-9223 https://myjms.mohe.gov.my/index.php/intelek
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Social aspects. Social marketing
Online social networks
spellingShingle Social aspects. Social marketing
Online social networks
Md Jani, Noraniza
Zakaria, Mohd Hafiz
Mustapha, Ramlan
Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
description The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirms the importance of antecedents in the SNS platform. However, various theoretical and practical support were extremely difficult to obtain. This study intends to fill this shortage through the well-known partial least square (PLS) technique. The questionnaire data were obtained from 389 respondents who actively interacted with brands at a minimum of 2 years in the SNS channel. The findings have verified the contribution of perceived relationship, reward, and brand post as antecedents to customer engagement. In closing points, this manuscript discusses the conclusion and implications to strengthen future literature and industry blueprints.
format Article
author Md Jani, Noraniza
Zakaria, Mohd Hafiz
Mustapha, Ramlan
author_facet Md Jani, Noraniza
Zakaria, Mohd Hafiz
Mustapha, Ramlan
author_sort Md Jani, Noraniza
title Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
title_short Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
title_full Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
title_fullStr Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
title_full_unstemmed Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha
title_sort perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / noraniza md jani, mohd hafiz zakaria and ramlan mustapha
publisher Universiti Teknologi MARA, Perlis
publishDate 2020
url https://ir.uitm.edu.my/id/eprint/69205/1/69205.pdf
https://ir.uitm.edu.my/id/eprint/69205/
https://myjms.mohe.gov.my/index.php/intelek
_version_ 1751539937698643968
score 13.160551

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