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DOI: 10.14569/IJACSA.2018.090938
PDF

Consequences of Customer Engagement in Social Networking Sites : Employing Fuzzy Delphi Technique for Validation

Author 1: Noraniza Md Jani
Author 2: Mohd Hafiz Zakaria
Author 3: Zulisman Maksom
Author 4: Md. Shariff M. Haniff
Author 5: Ramlan Mustapha

International Journal of Advanced Computer Science and Applications(IJACSA), Volume 9 Issue 9, 2018.

  • Abstract and Keywords
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Abstract: The consequences of the customer engagement in the Social Networking Sites (SNS) community have direct impact on the brand. This present research was conducted to examine the cohesive mechanisms for item verification on the most influential consequences of participating the brand community and joining the electronic Word-of-Mouth (eWOM) as the manifestation of the behavior of such communities. Using Fuzzy Delphi techniques, a total of 12 heterogeneous experts are involved in the verification process through a 7-point linguistic scale of the questionnaire survey. The results show good evidence of expert consensus by reaching 75% for each consequence of the engaged customers. On the SNS platform, further aspects of the inspected effects can be expanded to be studied on relevant domains. Practitioners will be more strategic in maintaining and fostering customer relationships, and consistently influencing new customers when interacting actively through SNS brand pages.

Keywords: Customer engagement; fuzzy delphi; SNS; consequences; brand page

Noraniza Md Jani, Mohd Hafiz Zakaria, Zulisman Maksom, Md. Shariff M. Haniff and Ramlan Mustapha, “Consequences of Customer Engagement in Social Networking Sites : Employing Fuzzy Delphi Technique for Validation” International Journal of Advanced Computer Science and Applications(IJACSA), 9(9), 2018. http://dx.doi.org/10.14569/IJACSA.2018.090938

@article{Jani2018,
title = {Consequences of Customer Engagement in Social Networking Sites : Employing Fuzzy Delphi Technique for Validation},
journal = {International Journal of Advanced Computer Science and Applications},
doi = {10.14569/IJACSA.2018.090938},
url = {http://dx.doi.org/10.14569/IJACSA.2018.090938},
year = {2018},
publisher = {The Science and Information Organization},
volume = {9},
number = {9},
author = {Noraniza Md Jani and Mohd Hafiz Zakaria and Zulisman Maksom and Md. Shariff M. Haniff and Ramlan Mustapha}
}



Copyright Statement: This is an open access article licensed under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, even commercially as long as the original work is properly cited.

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