Validating antecedents of customer engagement in Social Networking Sites using fuzzy delphi analysis

Abstract

The concept of online customer engagement is getting imperative in modern business due to the uncontrolled conversation via cyber-avenue. This study validates the antecedents of customer engagement conceptualized in Social Networking Sites (SNS) by benefitting the Fuzzy Delphi method. Through purposive sampling, a total of 12 experts from academics and practitioners have participated in the verification of items through 7-point linguistic scales of the questionnaire instrument. The findings show that invited experts have reached agreement on the elements shown within the framework through a 75% percent agreement for each construct. The analysis of this study has highlighted the implications of the relevant theories on the direction and the new dimensions of customer engagement concept especially in SNS to future researchers. Businesses are clearly able to gain stronger knowledge and information about their customer-related factors and their prospects at SNS.