Go with the flow: engineering flow experiences for customer engagement value creation in branded social media environments
- 413 Downloads
A vital objective for brand managers is to engineer compelling branded social media consumption experiences for consumers that create value and innovation opportunities for brand-building advantage. This multidisciplinary study, anchored in flow theory, investigates for the first time the role of flow, configured as a hierarchical model in a branded social media environment, as having a direct influence on customer engagement value (CEV) creation. Using a survey of 371 consumers, a theoretical framework was empirically tested using structural equation modelling. The results validate flow modelled as a higher-order construct, which unlocks and positively influences perceptions of CEV in branded social media environments. Curvilinear quadratic effects of flow are also investigated which provide novel insights on how optimising salient components of flow act as key customer experience mechanisms for maximising CEV creation in social media.
KeywordsFlow Customer engagement value Social media Value creation Brands
- Csikszentmihalyi, M. 1975. Beyond boredom and anxiety. San Francisco: Jossey-Bass.Google Scholar
- Csikszentmihalyi, M. 1988. The future of flow in optimal experience: Psychological studies of flow in consciousness. In Optimal experience: Psychological studies of flow in consciousness, ed. M. Csikszentmihalyi, and I.S. Csikszentmihalyi, 364–383. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
- Csikzentmihalyi, M. 1990. Flow: The psychology of optimal experience. New York: Harper and Row.Google Scholar
- Csikszentmihalyi, M. 1997. Finding flow: The psychology of engagement with everyday life. New York: Basic Books.Google Scholar
- Falk, R.F., and N.B. Miller. 1992. A primer for soft modelling. Akron, OH: University of Akron Press.Google Scholar
- Götz, O., K. Liehr-Gobbers, and M. Krafft. 2010. Evaluation of structural equation models using the partial least squares PLS approach. In Handbook of partial least squares, 1st ed, ed. V. Esposito Vinzi, W.W. Chin, J. Hensler, and H. Wang. Berlin: Springer.Google Scholar
- Herzberg, F. 1966. Work and the nature of man. Cleveland: World Publishing.Google Scholar
- Kumar, V. 2013. Profitable customer engagement: Concept, metrics and strategies. New Delhi: Sage.Google Scholar
- Law, K.S., C.S. Wong, and W.H. Mobley. 1998. Toward a taxonomy of multidimensional constructs. Academy of Management Review 23: 741–755.Google Scholar
- Liang, H., N. Saraf, Q. Hu, and Y. Xue. 2007. Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top management. MIS Quarterly 31 (1): 59–87.Google Scholar
- MSI. 2014. 2014–2016 Research Priorities. Marketing Science Institute. http://www.msi.org/research/2014-2016-research-priorities/. Accessed 1 March, 2016.
- Pelet, J.É., S. Ettis, and K. Cowart. 2016. Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management (forthcoming).Google Scholar
- Ringle, C.M., S. Wende, and J.-M. Becker. 2014. Smartpls 3. Hamburg: SmartPLS.Google Scholar
- Statista. 2016. Number of Facebook users by age in the U.S. 2016. https://www.statista.com/statistics/398136/us-facebook-user-age-groups/. Accessed 1 March, 2016.
- Verleye, K., P. Gemmel, and D. Rangarajan. 2013. Managing engagement behaviors in a network of customers and stakeholders evidence from the nursing home sector. Journal of Service Research 16 (July): 1–17.Google Scholar