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Title: Consumer engagement with microblogs : the role of the social CEO
Author: Wu, Tong
ISNI:       0000 0004 6498 0108
Awarding Body: University of Oxford
Current Institution: University of Oxford
Date of Award: 2017
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This research aims to draw the attention of both marketing practitioners and academics to the potentially influential role of CEOs as ambassadors of their firms on social media. In particular, using a mixed methods approach, the study explores the ways in which CEOs use microblogs in dialogue with consumers, and measures the marketing effectiveness of such efforts. The main objective is to understand how different microblogging factors work to influence consumer engagement, thereby identifying the microblogging style of corporate executives that is most likely to result in the greatest customer engagement. Through investigating how CEOs use microblogs in engaging consumers, the study addresses two main research question: "How should consumer engagement be conceptualized, defined, and measured in a microblogging context?" and "How do specific individual (e.g. firm, consumer) factors effect and/or interact to generate particular consumer engagement levels with a CEO microblog?". This study makes three specific contributions to the emergent research area on consumer experience and behaviour within an interactive social media environment. First, by providing a comprehensive conceptualization of consumer engagement in a microblogging context. Secondly, by developing and implementing a scale to more effectively measure consumer engagement with a CEO's microblog, and finally by identifying and testing various consumer - and firm - related engagement antecedents. The study's research findings also offer clear prescriptions for strategic marketing communicators in designing effective microblogging strategies to capitalize on the capabilities of social media in engaging consumers.
Supervisor: Stephen, Andrew ; Reynolds, Jonathan Sponsor: Green Templeton TECT Scholarship
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available