Gesellschaft für Informatik e.V.

Lecture Notes in Informatics


Digital Enterprise Computing (DEC 2015) P-244, 51-62 (2015).

Gesellschaft für Informatik, Bonn
2015


Copyright © Gesellschaft für Informatik, Bonn

Contents

User Engagement in Corporate Facebook Communities

Alexander Rossmann and Gerald Stei

Abstract


The stimulation of user engagement has received significant attention in extant research. However, the theory of antecedents for user engagement with an initial electronic word-of-mouth (eWoM) communication is relatively less developed. In an investigation of 576 unique user postings across independent Facebook (FB) communities for two German firms, we contribute to the extant knowledge on user engagement in two different ways. First, we explicate senders' prior usage experience and the extent of their acquaintance with other community members as the two key drivers of user engagement across a product and a service community. Second, we reveal that these main effects differ according to the type of community. In service communities, experience has a stronger impact on user engagement; whereas, in product communities, acquaintance is more important.


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Gesellschaft für Informatik, Bonn
ISBN 978-3-88579-638-1


Last changed 06.11.2015 19:13:51