Company‘s customer behaviour initiatives on social media platforms: consequences

ENSocial media platforms are showing a steady popularity and continually play a key role in a customers’ daily routine. Therefore, these platforms enable a company to connect and engage their customers through different types of content posts, including informational, social, remuneration, social responsibility, sponsored posts or influencer posts that are all accompanied with images, videos, links and polls. In addition, companies might engage customers with more sophisticated media type of posts, such as stories. To date, the majority of academic attention has been paid to the antecedents of customer engagement behaviour (CEB), which empower companies to develop their effective communication strategies on social media. Despite the increasing attention paid to CEB initiatives on social media, how it effects a company’s performance is largely ignored. Therefore, the purpose of this paper is to add new insights into how a companys’s CEB initiatives influence the company’s social media performance and company performance. A structural equation modeling procedure was used to empirically test the model using a quantitative data set of Lithuanian companies (n=92). The results indicate that company CEB initiatives do not influence company’s social media performance and social media performance is not associated with company‘s performance. Interestingly, company CEB initiatives are related to company perfomance. The study contributes to the first attempts to investigate the impact of CEB initiatives on a company’s social media and marketing performance, however this needs to be replicated. Keywords: company performance, customer engagement behaviour, Facebook, social media performance.