Customer engagement in social media: a framework and meta-analysis

Fernando de Oliveira Santini, Wagner Junior Ladeira, Diego Costa Pinto, Márcia Maurer Herter, Claudio Hoffmann Sampaio, Barry J. Babin

Research output: Contribution to journalReview articlepeer-review

78 Citations (Scopus)
744 Downloads (Pure)


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.

Original languageEnglish
Pages (from-to)1211–1228
Number of pages18
JournalJournal Of The Academy Of Marketing Science
Early online date27 May 2020
Publication statusPublished - Nov 2020


  • Customer engagement
  • Firm performance
  • Meta-analysis
  • Online consumer behavior
  • Social media


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