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Paper Number
1479
Paper Type
Complete
Abstract
This study explores the effect of creating dedicated customer service (CS) accounts on consumer engagement with the Main accounts for brands on social media. Given the importance of customer-brand interactions, creating dedicated CS accounts can allow brands to deliver faster and more efficient responses to consumer needs. However, dedicated CS accounts could diminish consumer engagement with brands’ Main accounts on social media. This research aims to address this gap by examining whether segregating customer service interactions into dedicated accounts affects consumer engagement with Main accounts on social media. Using a large Twitter dataset, we observe an overall increase in consumer engagement on Main accounts following the creation of CS accounts. We extend this study to examine the mediating role of consumer tweet traffic to uncover the underlying mechanism. The findings of this study provide important insights for brands to facilitate consumer engagement on social media.
Recommended Citation
Kim, Ahreum; Al Balawi, Ramah; Hu, Yuheng; and Qiu, Liangfei, "The Role of Dedicated Customer Service Accounts on Social Media Consumer Engagement: An Empirical Evidence from a Natural Experiment" (2024). ICIS 2024 Proceedings. 13.
https://aisel.aisnet.org/icis2024/socmedia_digcollab/socmedia_digcollab/13
The Role of Dedicated Customer Service Accounts on Social Media Consumer Engagement: An Empirical Evidence from a Natural Experiment
This study explores the effect of creating dedicated customer service (CS) accounts on consumer engagement with the Main accounts for brands on social media. Given the importance of customer-brand interactions, creating dedicated CS accounts can allow brands to deliver faster and more efficient responses to consumer needs. However, dedicated CS accounts could diminish consumer engagement with brands’ Main accounts on social media. This research aims to address this gap by examining whether segregating customer service interactions into dedicated accounts affects consumer engagement with Main accounts on social media. Using a large Twitter dataset, we observe an overall increase in consumer engagement on Main accounts following the creation of CS accounts. We extend this study to examine the mediating role of consumer tweet traffic to uncover the underlying mechanism. The findings of this study provide important insights for brands to facilitate consumer engagement on social media.
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15-SocialMedia