کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492556 940273 2016 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands
ترجمه فارسی عنوان
مشارکت اجتماعی مشتری در سرویس های شبکه های اجتماعی و تأثیر آن بر عدالت مشتریان مارک های مد جهانی است
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Those of us who live in the age of information technology are offered the opportunity to engage in multiple-way communication with others, the brand, and the media. Thus, customer participation is the most important in an online environment. Although such constructs correspond in part to the online, they fall short of meeting the unique characteristics of customer participation in social media. This study provides a clarification of the definitions presented by researchers and explores the construct of customer participation within SNS, and seeks to reveal how the relationship among external factors may influence customer participation and how it, in turn, effects customer equity. The main finding is that SNS participation motivation and customer social participation were positively associated. In particular, customer-media participation demonstrated the strongest influence on customer equity. This study contributes to filling this gap by offering analysis of the role of customer participation in SNS on customer equity.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 9, September 2016, Pages 3804-3812
نویسندگان
, ,