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dc.contributor.authorRossmann, Alexander
dc.contributor.authorStei, Gerald
dc.contributor.editorZimmermann, Alfred
dc.contributor.editorRossmann, Alexander
dc.date.accessioned2017-06-30T08:22:13Z
dc.date.available2017-06-30T08:22:13Z
dc.date.issued2015
dc.identifier.isbn978-3-88579-638-1
dc.identifier.issn1617-5468
dc.description.abstractThe stimulation of user engagement has received significant attention in extant research. However, the theory of antecedents for user engagement with an initial electronic word-of-mouth (eWoM) communication is relatively less developed. In an investigation of 576 unique user postings across independent Facebook (FB) communities for two German firms, we contribute to the extant knowledge on user engagement in two different ways. First, we explicate senders' prior usage experience and the extent of their acquaintance with other community members as the two key drivers of user engagement across a product and a service community. Second, we reveal that these main effects differ according to the type of community. In service communities, experience has a stronger impact on user engagement; whereas, in product communities, acquaintance is more important.en
dc.language.isoen
dc.publisherGesellschaft für Informatik e.V.
dc.relation.ispartofDigital Enterprise Computing (DEC 2015)
dc.relation.ispartofseriesLecture Notes in Informatics (LNI) - Proceedings, Volume P-244
dc.titleUser Engagement in Corporate Facebook Communitiesen
dc.typeText/Conference Paper
dc.pubPlaceBonn
mci.reference.pages51-62
mci.conference.locationBöblingen
mci.conference.date25.-26. June 2015


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