TikTok Customer Engagement Behavior Based on User-Generated Content of Fashion Products in Indonesia
DOI:
https://doi.org/10.38035/dijemss.v5i6.2893Keywords:
User-Generated Content, Customer Engagement Behavior, Social MediaAbstract
The study aims to assess the influence of user-generated content (UGC) of fashion products in Indonesia on TikTok customer engagement behavior. Quantitative method was employed in this study. Its involved 230 TikTok users that interacted with fashion content in Indonesia as respondent. Data analysis was conducted using a Structural Equation Modeling approach with Partial Least Square analysis. The result of the study reveals that UGC has a significant effect on customer engagement behavior. These results highlighted the important role of UGC as an important factor in that impacting the customer engagement on social media.
References
Ahmadi, A., Fakhimi, S., & Ahmadi, Y. (2022). Instagram celebrities and positive user responses. The mediating role of user “like.” Journal of Contemporary Marketing Science, 5(1), 65–80. https://doi.org/10.1108/jcmars-01-2021-0002
Busalim, A. H., Ghabban, F., & Hussin, A. R. C. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in Society, 64. https://doi.org/10.1016/j.techsoc.2020.101437
Carlson, J., Rahman, M., Voola, R., & Vries, N. D. (2018). Customer engagement behaviours in social media: capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94. http://dx.doi.org/10.1108/JSM-02-2017-0059
Davcik, N. S., Langaro, D., Jevons, C., & Nascimento, R. (2022). Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement. Journal of Product & Brand Management, 31(1), 163-174. http://dx.doi.org/10.1108/JPBM-06-2020-2971
Hair., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook (C. M. Ringle, Ed.). Springer International Publishing.
Ibrahim, B., Aljarah, A., Hayat, D. T., & Otero, E. L. (2022). Like, comment and share: examining the effect of firm-created content and user-generated content on consumer engagement. Like, comment and share: examining the effect of firm-created content and user-generated content on consumer engagement, 46(4), 599-622. https://doi.org/10.1080/14927713.2022.2054458
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148(May), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Raza, A., Muhammad, I. I., Khan, A., Ahmad, R., & Salem, N. H. (2023). How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103392
Roy, S. K., Shekhar, V., Quazi, A., & Quaddus, M. (2020). Consumer engagement behaviors: do service convenience and organizational characteristics matter? Journal of Service Theory and Practice, 30(2), 195-232. https://doi.org/10.1108/JSTP-03-2018-0049
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323
Wei, L. H., Huat, O. C., & Arumugam, P. V. (2023). Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty. Asia-Pacific Journal of Business Administration, 15(2), 161-187. https://doi.org/10.1108/APJBA-07-2021-0319
Winell, E., Nilsson, J., & Lundberg, E. (2023). Customer engagement behaviours on physical and virtual engagement platforms. Journal of Services Marketing, 35-50. http://dx.doi.org/10.1108/JSM-03-2023-0084
Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2023). User-generated content on Gen Z tourist visit intention: a stimulus. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-02-2023-0091
Yan, Q., Jiang, T., Zhou, S., & Zhang, X. (2022). Exploring tourist interaction from user-generated content: Topic analysis and content analysis. Journal of Vacation Marketing, 1-18. https://us.sagepub.com/en-us/journals-permissions
Zahoor, S. Z. (2022). Analysing the Effect of Social Media on Customer Equity: A Study of Fast-food Restaurants. Vision, 1-14. 10.1177/09722629221107228
Zhang, H., Meng, D., & Lv, X. (2023). The effect of goal type of user-generated content on consumers’ compensatory consumption behavior. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2023-0573
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103015
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Natalia Mega Prasanti, Popy Rufaidah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
