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

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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

برای سفارش ترجمه این مقاله با کیفیت عالی و در کوتاه ترین زمان ممکن توسط مترجمین مجرب سایت ایران عرضه؛ روی دکمه سبز رنگ کلیک نمایید.

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.

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