{"doi":"10.1007/978-3-031-61305-0_26","author":[{"last_name":"Wattenberg","orcid_put_code_url":"https://api.orcid.org/v2.0/0000-0001-5628-2877/work/161284533","full_name":"Wattenberg, Malte","id":"207361","first_name":"Malte","orcid":"0000-0001-5628-2877"}],"editor":[{"last_name":"Coman","full_name":"Coman, Adela","first_name":"Adela"},{"first_name":"Simona","full_name":"Vasilache, Simona","last_name":"Vasilache"}],"publisher":"Springer Nature Switzerland","language":[{"iso":"eng"}],"place":"Cham","department":[{"_id":"4b2dc5c9-bee3-11eb-b75f-ecc80f94fb21"}],"date_updated":"2024-06-10T12:25:00Z","page":"370-387","conference":{"name":"16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024","location":"Washington, DC, USA","start_date":"2024-06-29","end_date":"2024-07-04"},"abstract":[{"text":"Customer engagement (CE) is a conceptual approach to describing the engagement and interactions of social media users with company websites. The vast majority of empirical research is dedicated to the factors influencing CE based on selected theories. A translation of the factors into recommendations for action for companies only takes place to a limited extent. With the help of a qualitative approach in the form of a focus group, prominent theories of CE were examined. The aim was to develop a set of possible recommendations for the effective design of corporate communication on social media and to name their respective theoretical basis. The article therefore follows a practical approach, connecting theoretical frameworks to actionable insights. As a result, it is recommended to use a high level of vividness and interactivity in posts, to use means of sales promotion, to be thematically diversified, to choose a personal, benefit-oriented, emotional, and entertaining message appeal, and to engage in active community building. It was also shown that recommendations for action are usually covered by several theories. The combination of elements of media richness and uses and gratifications theory proved to be particularly promising.","lang":"eng"}],"publication_identifier":{"isbn":["978-3-031-61304-3"],"eisbn":["978-3-031-61305-0"],"eissn":["1611-3349"],"issn":["0302-9743"]},"series_title":"Lecture Notes in Computer Science","type":"conference","related_material":{"link":[{"url":"https://link.springer.com/chapter/10.1007/978-3-031-61305-0_26","relation":"original"}]},"year":"2024","publication_status":"published","status":"public","_id":"4648","citation":{"mla":"Wattenberg, Malte. “Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses.” <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i>, edited by Adela Coman and Simona Vasilache, Springer Nature Switzerland, 2024, pp. 370–87, doi:<a href=\"https://doi.org/10.1007/978-3-031-61305-0_26\">10.1007/978-3-031-61305-0_26</a>.","ama":"Wattenberg M. Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses. In: Coman A, Vasilache S, eds. <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i>. Lecture Notes in Computer Science. Cham: Springer Nature Switzerland; 2024:370-387. doi:<a href=\"https://doi.org/10.1007/978-3-031-61305-0_26\">10.1007/978-3-031-61305-0_26</a>","bibtex":"@inproceedings{Wattenberg_2024, place={Cham}, series={Lecture Notes in Computer Science}, title={Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses}, DOI={<a href=\"https://doi.org/10.1007/978-3-031-61305-0_26\">10.1007/978-3-031-61305-0_26</a>}, booktitle={Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II}, publisher={Springer Nature Switzerland}, author={Wattenberg, Malte}, editor={Coman, Adela and Vasilache, SimonaEditors}, year={2024}, pages={370–387}, collection={Lecture Notes in Computer Science} }","ieee":"M. Wattenberg, “Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses,” in <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i>, Washington, DC, USA, 2024, pp. 370–387.","apa":"Wattenberg, M. (2024). Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses. In A. Coman &#38; S. Vasilache (Eds.), <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i> (pp. 370–387). Cham: Springer Nature Switzerland. <a href=\"https://doi.org/10.1007/978-3-031-61305-0_26\">https://doi.org/10.1007/978-3-031-61305-0_26</a>","chicago":"Wattenberg, Malte. “Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses.” In <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i>, edited by Adela Coman and Simona Vasilache, 370–87. Lecture Notes in Computer Science. Cham: Springer Nature Switzerland, 2024. <a href=\"https://doi.org/10.1007/978-3-031-61305-0_26\">https://doi.org/10.1007/978-3-031-61305-0_26</a>.","alphadin":"<span style=\"font-variant:small-caps;\">Wattenberg, Malte</span>: Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses. In: <span style=\"font-variant:small-caps;\">Coman, A.</span> ; <span style=\"font-variant:small-caps;\">Vasilache, S.</span> (Hrsg.): <i>Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II</i>, <i>Lecture Notes in Computer Science</i>. Cham : Springer Nature Switzerland, 2024, S. 370–387","short":"M. Wattenberg, in: A. Coman, S. Vasilache (Eds.), Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II, Springer Nature Switzerland, Cham, 2024, pp. 370–387."},"user_id":"220548","publication":"Social Computing and Social Media. 16th International Conference, SCSM 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29–July 4, 2024, Proceedings, Part II","date_created":"2024-06-08T21:00:45Z","title":"Theoretical Foundations of Customer Engagement in Social Media – Implications for Businesses"}