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

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.