소셜미디어에서 고객인게이지먼트의 선행요인과 결과요인에 관한 메타분석: 문화적 차이의 조절변수를 중심으로

Abstract

Customer engagement in social media has been studied as a major factor influencing corporate performance. Previous studies have identified antecedents and consequences that influence customer engagement, but they reported inconsistent results on the effect size, and theoretical concepts and variables are mixed. In addition, there is a limitation in that various factors controlling the effect were examined in a fragmentary context, and could not provide an integrated explanation of customer engagement. Therefore, this study intends to review the previous studies on customer engagement in social media by meta-analyzing empirical studies, and to suggest a theoretical framework representing the antecedents and consequences of customer engagement. In addition, this study tried to find an exploratory explanation for the heterogeneity of effect sizes by using cultural differences as a moderating variable. This can provide theoretical and practical implications for consumer engagement behavior by generalized and integrated results on customer engagement in social media.