can use online reputation systems in order to provide the right online incentives to the right online customers
(Dellarocas, 2010).
True customer engagement means commitment-focused, not transaction-focused. The companies that master this
aspect are the ones that are truly successful. They undergo continuous online marketing research and must be
sensitive to changes in consumer behavior patterns and to identify new areas of consumer values and interest.
5.3 Limitations and Future Directions
Limitations of this study include those commonly associated with online questionnaires, including unsystematic
sampling procedures and low response rates. While representativeness can always be improved, for the present
research great efforts have been made in order to have a higher response rate for the sample.
This research is subject to some limitations which may provide fruitful avenues for future research. Firstly,
certain limitations arise from the choice of the sample and the measurement of the variables used. Regarding the
sample choice, this study presented responses gathered from students of Lucian Blaga University of Sibiu,
Romania. The respondents do not, therefore, reflect customer attitudes and behaviors related to social media
users in other countries. Moreover, given the sample, the research did not include in its analysis demographic
variables, such as sex, age, social class, and ethnicity. Therefore, this is another area in which the research could