Studia i Prace WNEiZ US

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace WNEiZ

ISSN: 2450-7733     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2016.43/3-14
CC BY-SA   Open Access   CEEOL

Issue archive / nr 43/3 2016
(Customer engagement behavior in virtual space)

Authors: Małgorzata Kieżel
Uniwersytet Ekonomiczny w Katowicach

Joanna Wiechoczek
Uniwersytet Ekonomiczny w Katowicach
Keywords: customer engagement behaviour social media customer communication with brands
Data publikacji całości:2016
Page range:12 (153-164)
Klasyfikacja JEL: M30
Cited-by (Crossref) ?:


The purpose of the paper is to identify expressions of customer engagement in virtual space. The paper presents the results of exploratory primary research. The research results show that the majority of respondents (individual consumers) engage in contact with companies and brands, but the area and scale of this engagement are significantly different. The respondents indicate a much greater engagement in the field of communication than in the field of value co-creation. They prefer more traditional forms of communication in virtual space (corporate website, e-mail, newsletter), although many of them use it simultaneously with social media. The activity of the respondents in relation to companies and brands focused on the “like” and transfer positive feedback about the company, products, points of sale. Their engaging in relationships with the company or brand in virtual space promotes the greatest satisfaction with the products of the brand. Financial gain is the most important stimulus that could increase their level of engagement.


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