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Weifan Wang1, Jie Wei1, Han Xu1, Siming Miao2, Yin Liao2
1
2
School of Design, Jiangnan University, People's Republic of China
School of Performing Arts, Long Island University, United States
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Keywords
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social media marketing,
customer response, customer
value, customer engagement
Article Highlights
Social media marketing was found to be positively related to customer value.
Social media marketing had an indirect positive association with customer value through the mediator of
customer engagement.
It is crucial for marketers to use social media as a tool to enhance customer engagement and customer
value.
Today’s enterprises are facing tremendous market competition, which forces owners and managers to critically
scrutinize ways to provide superior value for customers (Weinstein, 2020). Seeking effective means to trigger positive
customer response, marketers in organizations are turning to new technologies, such as social media, for communication
(Seo & Park, 2018; Yadav & Rahman, 2018), by integrating links to sites like Facebook, Twitter, and Instagram. At the
same time, social media sites have become an important part of the lives of more and more people as they use these
sites for interaction, communication, sharing information, daily life updates, and entertainment. According to the 'LJLWDO
*OREDO 2YHUYLHZ 5HSRUW (Kemp, 2022), as of January 2022 there were 4.62 billion social media users worldwide,
which is equivalent to 58.4% of the global population. Customers are increasingly contacting and interacting with firms
through social media (Li et al., 2021). An increasing body of research has thereby developed on the antecedents to,
mediators of, and consequences of social media marketing (Yadav & Rahman, 2017).
&XVWRPHU YDOXH commonly refers to the customer’s interactive relativistic preference experience (Holbrook, 1999). The
adoption of digital technologies and tools, such as big data, artificial intelligence, and Industry 4.0 devices, enables
&255(6321'(1&( Jie Wei, School of Design, Jiangnan University, No. 1800, Lihu Avenue, Wuxi, 214122, People’s Republic of China. Email:
wejoy@126.com
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organizations to innovate their business models by creating new distribution channels and new ways to create and deliver
value to their customers (Matarazzo et al., 2021), including via social media (Wu & Li, 2018). Gutounig et al. (2022)
argued that social media can be leveraged to enhance customer value, and Chen and Lin (2019) found that social media
marketing has a positive effect on customer value. Sorensen et al. (2017) suggested that social media offers
opportunities for customers to interact and connect with firms, which facilitates value creation. Even so, there has been
little research on the effect of social media marketing on customer value.
&XVWRPHU HQJDJHPHQW refers to customers’ positive psychological state, which is characterized by feelings of vigor,
dedication, and absorption (Dwivedi, 2015), and describes the intensity of customers’ participation and interaction
(Hollebeek, 2013). Customer engagement has significant value for firms by directly affecting company performance,
customer intent, and word-of-mouth in the social media setting (de Oliveira Santini et al., 2020). Social media platforms
can be used by companies to create direct communication and build good relationships with customers, leading to
positive customer outcomes (Wibowo et al., 2021). The importance of customer engagement as a main focal point of
social media marketing has attracted academic attention in recent research. For example, Liu et al. (2021) utilized big
data analytics and natural language processing to reveal that social media marketing enhances customer engagement.
Using data from Twitter, Sashi et al. (2019) observed that social media facilitates the process of customer engagement.
Interaction is regarded as the precursor of engagement (Oviedo-García et al., 2014). Thus, it is interesting to explore the
role of customer engagement in understanding the relationship between social media marketing and customer value.
China is the country with the largest population of internet users in the world, with 1.05 billion users as of June 2022,
and an internet penetration rate of 74.4% (China Internet Network Information Center, 2022). Moreover, a variety of
local social media sites, such as WeChat, Douyin, and Xiaohongshu, are available for Chinese people to share content
and interact with each other. Given the huge internet-using citizen base in China, this study examined the effect of
social media marketing on customer value in China, and sought to establish whether customer engagement mediates this
relationship. The research model is shown in Figure 1.
Figure 1. Research Model
0DUNHWLQJ FRPPXQLFDWLRQ is the process whereby customers are presented with information intended to produce the
perception that the firm or its offering can provide them with value (Finne & Grönroos, 2017). Social media sites have
become a crucial component of marketing communication strategy (Li et al., 2021). It is thereby reasonable to infer that
social media marketing contributes to customer value. Social media sites allow customers to freely contact and
communicate with other users. Thus, customers can easily collect factual information about the quality of a firm’s
offering from user-generated sources, and report their emotions and experiences through social media (Heinonen,
2011). This supports the notion that if firms want to attract and retain customers by using social media, they must
deliver valuable content on social media sites. Social media marketing can help firms to increase brand awareness,
create a positive brand image, and build good relationships with customers (Deshpande & Whiting, 2016; Seo & Park,
2018), which will lead to customers perceiving increased value. Thus, we proposed the following hypothesis:
+\SRWKHVLV Social media marketing will have a positive relationship with customer value.
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Social media function as a means for marketers to foster customer engagement (Barger et al., 2016). Empirical studies
have found support for the positive influence of social media marketing on customer engagement (Liu et al., 2021;
Sashi et al., 2019). Social media sites offer a platform for interaction, not only among customers but also between
customers and firms (Baumöl et al., 2016). Interactions are viewed as the means of achieving engagement (OviedoGarcía et al., 2014). Moreover, social media marketing can help to create a sense of community among customers,
which will ultimately lead to increased engagement (Waqas et al., 2021).
Via social networking sites, customers can obtain useful information, perceive a pleasant and relaxing experience, and
expand their social network through interaction and participation (Zhang et al., 2017). Yu et al. (2013) argued that
customers can perceive utilitarian value, hedonic value, and social value from participation in social networking sites.
8WLOLWDULDQ YDOXH refers to task-specific, efficient, and economical aspects of products or services; KHGRQLF YDOXH is an
individual emotional response and results from fun and playfulness (Hirschman & Holbrook, 1982); and VRFLDO YDOXH
refers to the utility derived from the product’s ability to enhance social self-concept (Sweeney & Soutar, 2001).
Researchers have also found that interactivity in the electronic age is greater than in past ages, and may build
relationships and create value for customers (Yoo et al., 2010; Yoon et al., 2008).
The Mehrabian-Russell model suggests that environmental stimuli induce customer emotional states, which, in turn,
generate behavioral responses (Mehrabian & Russell, 1974). This model has been used in e-commerce and other
retailing settings to explore the influence of environmental factors on customer responses (e.g., Yadav & Rahman,
2018; Yang et al., 2022). Thus, we employed the Mehrabian-Russell model to examine the effect of social media
marketing on customer engagement and subsequent customer value. On the basis of the above discussion, we proposed
the following hypothesis:
+\SRWKHVLV Customer engagement will mediate the relationship between social media marketing and customer value.
Method
Participants and Procedure
This study was conducted in accordance with the ethical principles of Jiangnan University. We used Sina Weibo,
China’s most popular Twitter-like social media platform, as the research object. The data were collected via a paperbased survey completed by a convenience sample of sports shoes users with the help of staff at Jiangnan University and
Jiangsu University in China. The survey form was distributed to students in classrooms along with a cover letter
explaining the objectives of the study. Prior to participating, the students were asked whether they had been using a
Weibo account for at least 1 year and whether they had logged in to their Weibo account every day for the past 3
months. Those who said “Yes” to both conditions were eligible to participate in the survey. The study product was
limited to sports shoes because college students are the main consumers of these shoes. Data from 335 respondents were
used for analysis after removing incorrect and incomplete cases, which generated a valid return rate of 83.75%.
Among the participant group, 53.73% (Q = 180) were men and 46.27% (Q = 155) were women, with a mean age of
20.37 years (6' = 1.46, range = 18–23). There were 25.37% (Q = 85) freshmen, 29.25% (Q = 98) sophomores, 25.97%
(Q = 87) juniors, and 19.41% (Q = 65) seniors. Fifteen sports shoe brands were represented. Among the brands, 28.73%
(Q = 102) owned adidas shoes, 25.63% (Q = 91) owned Nike shoes, 19.72% (Q = 70) owned Anta shoes, 12.96% (Q =
46) owned Li-Ning shoes, 5.63% (Q = 20) owned New Balance shoes, and 7.33% (Q = 26) owned other brands.
Measures
All items used in this study were adopted from existing literature. Some slight modifications were made to fit the
context of the current study. All items were measured using a 5-point Likert scale where 1 = VWURQJO\ GLVDJUHH and 5 =
VWURQJO\DJUHH.
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Social Media Marketing
For the measurement of social media marketing we referred to Cheung et al.’s (2021) Social Media Marketing Scale,
which includes four dimensions, each consisting of three items. Sample items are “It is exciting to use this brand’s social
media site” (entertainment), “It is easy to convey my opinion through this brand’s social media site” (interaction), “The
content on this brand’s social media site is the newest information” (trendiness), and “It is possible to search for
customized information on this brand’s social media site” (customization).
Customer Engagement
We measured customer engagement with Dwivedi’s (2015) scale, which features three dimensions: vigor (six items;
e.g., “I am passionate about wearing this brand”), dedication (five items; e.g., “I am proud of this brand”), and
absorption (six items; e.g., “I feel happy when I am interacting with this brand”). Translation of the items in the original
scale was completed by two bilingual researchers who are native speakers of Chinese.
Customer Value
The measure of customer value was adopted from Zhang et al. (2017), and comprises three dimensions: functional value
(four items; e.g., “The content of this brand’s site on Weibo is useful for me”), hedonic value (three items; e.g., “I gain
joy and happiness from using this brand’s site on Weibo”), and social value (three items; e.g., “I can make friends with
people sharing common interests with me by using this brand’s site on Weibo”).
Data Analysis
The data were analyzed using SPSS 22.0 and Amos 24.0 to test the research hypotheses.
Results
Table 1 shows the descriptive statistics, intercorrelations, and Cronbach’s alphas for the study variables. Cronbach’s
alphas ranged from .85 to .88, suggesting the data have good internal consistency reliability. Analysis of the
measurement model showed a reasonably good fit to the data, chi square = 40.61, chi square/degrees of freedom = 1.27,
comparative fit index = .99, normed fit index = .97, incremental fit index = .99, root mean square error of
approximation = .03. Composite reliability values were above .70, the average variance extracted (AVE) for each
construct exceeded the threshold level of .50, and the square roots of AVE of the constructs were greater than the
correlation coefficients. Thus, the measures used here have good reliability and validity.
Table 1. Means, Standard Deviations, Correlations, and Cronbach’s Alphas for Study Variables
1RWH. 1 = 355.
** S < .01.
The structural relationships between the constructs were tested using structural equation modeling and 95% biascorrected bootstrapped confidence intervals (CIs) with 3,000 resamples. Social media marketing was significantly and
positively related to customer value, .28, S < .01, 95% CI [0.13, 0.40], supporting Hypothesis 1. Likewise, the effects of
social media marketing on customer engagement, .44, S < .01, 95% CI [0.31, 0.55], and of customer engagement on
customer value, .41, S < .01, 95% CI [0.28, 0.55], were both significant and positive. In addition, we tested the
mediating effect of customer engagement. The results showed that the indirect effect of social media marketing on
customer value via customer engagement was significant, .18, S < .01, 95% CI [0.12, 0.27], supporting Hypothesis 2.
Thus, customer engagement was a significant mediator of the link between social media marketing and customer value.
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Discussion
Theinfluenceofsocialmediamarketingoncustomervaluehaslargelybeenoverlookedinpriorresearch.Bysurveying
usersofWeibo,inthisstudyweexaminedtheassociationbetweensocialmediamarketingandcustomervalueaswell
as the mediating effect of customer engagement. From the results of structural equation modeling we can draw two
main conclusions that provide contributions to the existing research.
First,wefoundthatsocialmediamarketingispositivelyrelatedtocustomervalue.Thisfindingisconsistentwiththose
of prior research showing that in the social commerce context, marketing activities can be leveraged to increase
customervalue(Chen&Lin,2019;Wu&Li,2018).Thus,socialmediasitesareamarketingcommunicationmeans
thatcreatesanddeliverssuperiorvaluetocustomersintermsofusefulinformation,happyexperience,andexpanded
social network.
Second, in past research the role of customer engagement as a mediator of the relationship between social media
marketingandcustomervaluehasbeenignored.Inourstudywefoundthatsocialmediamarketingfosterscustomer
engagement,which,inturn,enhancescustomervalue.Thefindingisconsistentwithpriorresearchinwhichithasbeen
suggestedthatsocialmediamarketingcanstrengthencommunicationandinteraction(Baumöletal.,2016),allowing
customerstoexchangeinformation,sharecontent,andprovidereviews(Yuetal.,2013;Zhangetal.,2017).Therefore,
socialmediamarketingcanleadcustomerstofeelstronglyengagedwithparticularfirmsandbrandsand,consequently,
these customers perceive great value.
Atthepracticallevel,theresultsofthisstudyshowthatmanagersshouldemphasizetheroleofsocialmediamarketing
inenhancingcustomervalue.Firmsneedtoprovidesupporttocustomersviathebrand’ssocialmediasites;forinstance,
they can create content such as blog posts, videos, infographics, and other types of content relevant to their target
audience, and can allow space for sharing experiences and posting comments. In addition, attaching importance to
customerengagementisacrucialdriverforenhancementofperceivedcustomervalue.Tothisend,managersneedto
findwaystomaketheirsocialmediasitesanactivecommunitytoengagecustomers.Thiscouldconsistofresponding
to comments, liking posts, and sharing content.
Aclearlimitationinourstudyistheuseofcross-sectionaldata.Futureresearcherscouldusealongitudinaldesignto
increaseconfidenceinthecausalinferences.Second,weusedasampleofcollegestudentsandsportsshoebrandsasthe
researchcontext.Futureresearcherscouldreplicatethisstudyusinglargersamplesanddifferentproductcategoriesto
increasethegeneralizabilityofourfindings.Finally,weviewedcustomervalueasanumbrellaterm.Hollebeek(2013)
statedthatcustomerengagementgeneratesgreaterhedonicvalue,ascomparedtoutilitarianvalue.Futureresearchers
could incorporate different value forms into the model to enhance understanding of the relationships among social
media marketing, customer engagement, and customer value.
Acknowledgments
ThisresearchwassupportedbyfundingfromthePostgraduateResearchandPracticeInnovationProgramofJiangsu
Province (KYCX20_1890).
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