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 صنایع خرده فروشی و فناوری اطلاعات هند: نقش میانجی گری تعامل مشتری
Sciencedirect - Elsevier - International Journal of Information Management, 52 (2020) 102069: doi:10:1016/j:ijinfomgt:2020:102069
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 large- scale 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 ad- ministered 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