دانلود مقاله انگلیسی رایگان: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 - 2020
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  • Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement
    Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement

    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


    سطح: متوسط
    تعداد صفحات فایل pdf انگلیسی: 11
    حجم فایل: 549 کیلوبایت

    قیمت: رایگان


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