社会化媒体
业务
顾客价值
顾客满意度
沉浸式(数学)
心理学
顾客终身价值
广告
价值(数学)
社会关系
微分效应
营销
客户保留
社会心理学
服务质量
微观经济学
计算机科学
数学
经济
万维网
内科学
利润(经济学)
机器学习
纯数学
医学
服务(商务)
作者
Mitchell Hamilton,Velitchka D. Kaltcheva,Andrew J. Rohm
标识
DOI:10.1016/j.intmar.2016.07.001
摘要
This research examines the effects of social media brand–consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers’ satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.
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