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دسته بندی:
شبکه های اجتماعی - Social Networks
سال انتشار:
2017
عنوان انگلیسی مقاله:
Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation
ترجمه فارسی عنوان مقاله:
تأثیر تعامل مشتری با شبکه های اجتماعی شرکتی بر چسبندگی: اثر متقابل ایجاد ارزش مشتری
منبع:
Sciencedirect - Elsevier - International Journal of Information Management, 37 (2017) 229-240. doi:10.1016/j.ijinfomgt.2016.04.010
نویسنده:
Mingli Zhang a, Lingyun Guo b,∗, Mu Hu c, Wenhua Liu d
چکیده انگلیسی:
Company social networks have become an important means for the socialized marketing of a company,
forming a new challenge to companies on how to attract customers. Based on such theories as customer
engagement,valueco-creation,andrelationshipmarketing,thispaperpresentsamodeloftheinfluenceof
customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s enterprise
microblog users were analyzed by structural equation modeling. Empirical results show that customer
engagement has a direct and positive influence on customer stickiness as well as an indirect influence
throughcustomervaluecreation.Thisstudyenrichespreviousresearchesonexistingtheoriesofcustomer
engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage
customer engagement and enhance the stickiness of company social networks.
Keywords: Company social networks (CSNs) | Customer engagement | Customer value creation | Stickiness | Word of mouth (WOM)
قیمت: رایگان
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