طبقه بندی مبتنی بر مصرف کننده در تقاضای مشتریان دیجیتال
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طبقه بندی مبتنی بر مصرف کننده در تقاضای مشتریان دیجیتال

عنوان فارسی مقاله: طبقه بندی مبتنی بر مصرف کننده در تقاضای مشتریان دیجیتال
عنوان انگلیسی مقاله: A Consumer-based Taxonomy of Digital Customer Engagement Practices
مجله/کنفرانس: مجله بازاریابی تعاملی - Journal of Interactive Marketing
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت تکنولوژی، مدیریت منابع انسانی
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.intmar.2018.07.002
دانشگاه: Department of Marketing - Vrije Universiteit Amsterdam - De Boelelaan 1105 - The Netherlands
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: ۴٫۲۷۳ در سال ۲۰۱۷
شاخص H_index: 82 در سال 2019
شاخص SJR: 3/4 در سال 2017
شناسه ISSN: 1094-9968
شاخص Quartile (چارک): Q1 در سال 2017
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 20
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
کد محصول: E10776
فهرست انگلیسی مطالب

Abstract


Introduction


Theory: Digital Customer Practices in Engagement Research


Phase 1: Development and Refinement of Digital Engagement Practices


Phase 2: Developing the Consumer-based Taxonomy


Phase 3: Nomological Validation of the Taxonomy


Discussion


References

نمونه متن انگلیسی مقاله

Abstract


Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to writing a review or viewing branded content. This work presents a consumer-based taxonomy of these digital engagement practices. By means of a literature review and expert surveys, we created an overview of the ways in which consumers digitally engage with brands across different media formats and platforms. A consumer sample then classified all practices into five distinct types of digital engagement practices (for fun practices, learning practices, customer feedback, work for a brand, talk about a brand). A subsequent survey on another consumer sample showed that the five types of practices are differently related to the three motivational states of customer brand engagement (cognitive, emotional and behavioral). The taxonomy of digital engagement practices integrates prior research. We provide implications for managing digital customer engagement.


Introduction


Fueled by rapid developments in digital environments, and by a desire to build personal connections with consumers, brands are increasingly seeking to engage with consumers on digital platforms (Alvarez and Fournier 2016; Kumar and Gupta 2016; Lamberton and Stephen 2016). On different digital platforms, a wide range of engagement practices has evolved, including, for example, playing advergames, reading (and writing) customer reviews, and watching, liking and sharing brand videos, blogs, and other content. These practices may be conceptualized as behavioral manifestations of customer brand engagement, which has been defined as “a consumer's positively valenced brandrelated cognitive, emotional (or affective) 1 and behavioral activity during or related to focal consumer/brand interactions” (Hollebeek, Glynn, and Brodie 2014, p. 159). As noted by Van Doorn et al. (2010), engagement practices are motivated behaviors, which go beyond the mere purchase and consumption of products and services. Studying marketing forms in the quickly maturing digital world has been recognized as a challenge for academic research (Kannan and Li 2017; Lamberton and Stephen 2016). Indeed, there is a lack of integration of research into customer engagement practices, which is reflected in the multitude of practices and behavioral concepts that have been researched.

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