دانلود رایگان مقاله انگلیسی طبقه بندی مبتنی بر مصرف کننده در تقاضای مشتریان دیجیتال - الزویر 2018

عنوان فارسی
طبقه بندی مبتنی بر مصرف کننده در تقاضای مشتریان دیجیتال
عنوان انگلیسی
A Consumer-based Taxonomy of Digital Customer Engagement Practices
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
20
سال انتشار
2018
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
نوع مقاله
ISI
نوع نگارش
مقالات پژوهشی (تحقیقاتی)
رفرنس
دارد
پایگاه
اسکوپوس
کد محصول
E10776
رشته های مرتبط با این مقاله
مدیریت
گرایش های مرتبط با این مقاله
مدیریت تکنولوژی، مدیریت منابع انسانی
مجله
مجله بازاریابی تعاملی - Journal of Interactive Marketing
دانشگاه
Department of Marketing - Vrije Universiteit Amsterdam - De Boelelaan 1105 - The Netherlands
doi یا شناسه دیجیتال
https://doi.org/10.1016/j.intmar.2018.07.002
۰.۰ (بدون امتیاز)
امتیاز دهید
چکیده

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.

بحث

Discussion


Conclusions


We developed a taxonomy of customers' digital brand engagement practices to integrate ample research about such digital practices, and to standardize these digital practices across digital channels and platforms (see Fig. 3). Using literature reviews, expert panels, a consumer card-sorting task and survey research, we developed and validated our taxonomy. We found that consumers categorized 17 distinct digital engagement practices into five different types: practices (1) for fun, (2) for learning, (3) for giving feedback to a brand, and practices where customers (4) talk about a brand, or (5) work for a brand. In our final study, we found that consumers' motivational brand engagement states, age and online media use were related differently to their willingness to engage in each of the five types of digital engagement practices. This illustrates the relevance of the taxonomy. The taxonomy can deepen understanding and stimulate future research about digital practices in an ever-evolving digital landscape (Lamberton and Stephen 2016), and can help (digital) marketers in optimizing their portfolio of digital engagement practices.


بدون دیدگاه