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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement
ترجمه فارسی عنوان مقاله:
بررسی رابطه بین شیوه های تجزیه و تحلیل رسانه های اجتماعی و عملکرد تجاری در خرده فروشی ها و صنایع IT: نقش میانجیگری درگیر شدن مشتری
منبع:
Sciencedirect - Elsevier - International Journal of Information Management, 52 (2020) 102069. doi:10.1016/j.ijinfomgt.2020.102069
نویسنده:
Poonam Garga, Bhumika Guptab,*, Sam Dzeverb, Uthayasankar Sivarajahc, Vikas Kumard
چکیده انگلیسی:
Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics
and management practitioners alike. A significant number of the scholarly research currently being conducted in
SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who
want to more strongly engage with their customers and improve business performance. However, the relationship
between social media analytic practices (SMAP), customer engagement (CE), and business performance
(BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better
understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a largescale
survey was conducted among senior and mid-level managers as well as consultants in the Retail and
information technology (IT) industries in India. Specifically, a structured closed-ended questionnaire was administered
to managers and management consultants country-wide and gathered usable responses from 281
respondents holding positions such as: Digital Marketing Executive/Digital Marketing Specialist, Management
Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc.
who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire
addressed issues related to the way in which SMAP contribute to an enhanced business performance
through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the
received empirical data. On the basis of the findings our research concludes that there is a significant positive
relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.
Keywords: Social media analytics | Customer engagement | Business performance | Indian retail and IT Industries
قیمت: رایگان
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