This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.

中文翻译：

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社交媒体中的客户参与：框架和元分析

本研究使用涉及 161,059 名受访者的 97 项研究的 814 种效应量的元分析模型来检查客户在社交媒体 (CESM) 中的参与度。调查结果表明，客户参与是由满意度、积极情绪和信任驱动的，而不是由承诺驱动的。满意度是客户参与度高（相对于低）便利性、B2B（相对于 B2C）和 Twitter（相对于 Facebook 和博客）的更强预测因素。Twitter 通过满意度和积极情绪提高客户参与度的可能性是其他社交媒体平台的两倍。还发现客户参与对公司具有重大价值，直接影响公司绩效、行为意图和口碑。而且，与功利消费相比，享乐消费对企业绩效影响的客户参与度提高了近三倍。然而，与传统的管理智慧相反，口耳相传不会提高公司绩效，也不会调节客户参与对公司绩效的影响。讨论了对客户参与理论的贡献，包括对客户参与机制定义的修饰，以及对经理的实际影响。