The determinants of stakeholder engagement in digital platforms

Giampaolo Viglia, Rebecca Pera, Enrique Bigné

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Abstract

Consumer engagement has been heralded as strategic in facilitating sales growth, competitive advantage, and profitability. Expanding the notion of consumer engagement to the stakeholder context, this study examines the determinants of multi-stakeholder digital engagement. Based on a digital setting (Expo2015), this study collected all the social media posts (n = 984) in the Facebook page with restricted access to the stakeholders involved in the event. Initial regression results suggest that the presence of transformation, in terms of activation of creative resource integration in posts, is a strong predictor of compliant and interactive engagement. Fuzzy-set qualitative comparative analysis (fsQCA) shows the configurations of cognitive and emotional attributes leading to compliance and interaction. Stakeholder engagement is an interactive experiential process based on actors' engagement with a focal organization, but more intensively with other stakeholder community members.
Original languageEnglish
Pages (from-to)404-410
JournalJournal of Business Research
Volume89
Early online date19 Dec 2017
DOIs
Publication statusPublished - Aug 2018

Keywords

  • stakeholders
  • engagement
  • social media
  • fsQCA
  • compliance
  • interaction

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