![]() ![]() ![]() At the same time, scholars have pointed out various metrics and procedures that contribute to evaluating social media engagement in different fields (Mariani et al., 2018 Muñoz-Expósito et al., 2017 Trunfio & Della Lucia, 2019). With the spread of social media analytics, social networking platforms, digital service providers, marketers, and freelancers developed their metrics to measure engagement with brand-related social media contents and advertising campaigns. Understanding, monitoring, and measuring social media engagement are key aspects that interest scholars and practitioners who proposed diverse conceptualisations, several indicators and KPIs. Engaging with customers in real-time and managing many incoming customers’ big data interested academic investigation and opened opportunities for marketers to enhance social media marketing success (Liu et al., 2019). ![]() As such, the pervasive character of social media with its potential for engaging with customers and building relationships generated much interest in the concept of social media engagement (Barger et al., 2016 Hallock et al., 2019 Oviedo-García et al., 2014 Peltier et al., 2020 Schivinski et al., 2016). By enabling users to comment, review, create, and share content across online networks, social media provide direct access to brands and allow co-creation processes. Social media platforms reshaped the dyadic interaction between customers and organisations, creating spaces for digital sharing and engagement. Customer engagement can also be linked with important brand performance indicators, including sales growth, feedback, and referrals (Van Doorn et al., 2010).Īcknowledging the potential of ICTs, scholars and practitioners are experimenting with new ways to capitalise on customer engagement and adapt to the new challenges of digital platforms (Barger et al., 2016 Peltier et al., 2020). Engaged customers display greater brand loyalty and satisfaction (Bowden, 2009 Jaakkola & Alexander, 2014) and are more likely to contribute to new product development (Haumann et al., 2015), service innovation (Kumar et al., 2010), and viral marketing activity spread by word of mouth (Wu et al., 2018). It can be considered a “consumer’s positively brand-related cognitive, emotional and behavioural activity during, or related to, focal consumer/brand interactions” (Hollebeek, 2014, p.149). Over the last decade, customer engagement has received increasing attention in academic and professional debate (Hollebeek, 2019 Kumar et al., 2019 Marketing Science Institute, 2020 Peltier et al., 2020 Rather et al., 2019 Rossmann et al., 2016). It also offers insights and guidance to practitioners on modelling and managing social media engagement. ![]() Four categories of metrics emerged: quantitative metrics, normalised indexes, set of indexes, qualitative metrics. It identifies the behavioural dimension as the most used proxy for users' level of engagement suggesting the COBRA model as a conceptual tool to classify and interpret the construct. The paper confirms the polysemic and multidimensional nature of social media engagement. Adopting a systematic literature review, the research provides an overarching picture of what has already been investigated and the existing gaps that need further research. This paper aims to systematically contribute to this academic debate by analysing, discussing, and synthesising social media engagement literature in the perspective of social media metrics. The spread of social media platforms enhanced academic and professional debate on social media engagement that attempted to better understand its theoretical foundations and measurements. ![]()
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