Achieving customer engagement with social media: A qualitative comparative analysis approach

Past research has examined some possible customer engagement antecedents. However, extant studies investigated the impact of these factors on customer engagement in isolation from one another. That is, extant research offers little insights on whether one, all, or combinations of these factors need to be present to positively impact customer engagement. We conduct two studies and employ Qualitative Comparative Analysis (QCA) to address the limitations described above and explore what factors must be concomitantly present to achieve a high level of customer engagement. Shedding light on this question can help managers determine how to allocate limited resources to achieve customer engagement.