تلفن: ۰۴۱۴۲۲۷۳۷۸۱
تلفن: ۰۹۲۱۶۴۲۶۳۸۴

دانلود رایگان مقاله خواسته اجتماعی مصرف کننده در عصر رسانه های اجتماعی

عنوان فارسی: خواسته اجتماعی مصرف کننده در عصر رسانه های اجتماعی: تقسیم بندی پروفایل ها و راهبردهای بازاریابی رابطه ای
عنوان انگلیسی: Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies
تعداد صفحات مقاله انگلیسی : 11 تعداد صفحات ترجمه فارسی : ترجمه نشده
سال انتشار : 2018 نشریه : الزویر - Elsevier
فرمت مقاله انگلیسی : PDF کد محصول : E5563
محتوای فایل : PDF حجم فایل : Kb500
رشته های مرتبط با این مقاله: مدیریت
گرایش های مرتبط با این مقاله: بازاریابی و مدیریت کسب و کار
مجله: افق های تجارت - Business Horizons
دانشگاه: Gordon Ford College of Business - Western Kentucky University - U.S.A
کلمات کلیدی: رسانه اجتماعی، تبلیغ دهان به دهان منفی، خواسته اجتماعی، شکایت مصرف کننده، بازاریابی رابطه ای، تبلیغ دهان به دهان الکترونیک
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چکیده

Abstract

Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.

نتیجه گیری

6. Limitations

As with all qualitative analyses, there is a trade-off between the richness of the data gathered and generalizability of the results. Though we looked at a variety of industries, made an effort to include both service and product-dominant firms as well as both hedonistic and utilitarian services, and a variety of comments were captured at random times, caution should be used about generalizing to other contexts without empirical validation. Additionally, we explored Facebook, as it represents the largest population of both consumers and organizational social media presence and the functionality of Facebook means that consumers can post directly to the organization’s social media site; however, future studies should explore whether these social voice types hold across other social media sites populated by businesses such as Twitter and Instagram. Future research might also explore antecedents and consequences of each type of social voice. This study serves as an initial foray into a typology of social voice.