Journal of Marketing Management

What Drives Social Media Relationship Quality in Social Enterprises
Chiou-Fong Wei, Ya-Yun Cheng, Chang-Tang Chiang, Gwo-Hau Ding

Abstract
Purpose: This study investigates how social enterprises can apply social media to promote customer engagement and relationship quality. Drawing on the theory of planned behavior and value co-creation value perspective, this study proposed a model illustrating how social enterprises can utilize social media to promote customers‘ engagement and strengthen the relationship quality. Methods: An online questionnaire survey was conducted in Taiwan to collect data and partial least square regression was used to analyze the validated data. Findings: the study contributes to the literature on the application of social media to promote customer engagement and relationship quality and provides useful guidance for social enterprises seeking to employ social media in order to effectively manage customer relationships.

Full Text: PDF     DOI: 10.15640/jmm.v8n1a5