A qualitative exploration of factors influencing customer equity in social media platforms

Lauren Thomas, Simon Brooks

    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion CynhadleddPennodadolygiad gan gymheiriaid

    Crynodeb

    A growing body of literature has examined the influence of social media upon customer equity. Stemming from a social customer relationship management perspective, this research aims to find factors which could be relevant to customer equity in the area of online fashion brand’s social media through qualitative inquiry. Focus group research reveals a number of factors which may influence value equity, brand equity, or relationship equity including culture, whether the media is user or marketer generated content, the social media platform being used, openness to advertising, and the consumers’ level of fashion involvement. Suggestions for future research are made in terms of investigating these factors in with surveys. Implications for both practitioners and academics are discussed in relation to managing these influential factors.
    Iaith wreiddiolSaesneg
    TeitlProceedings of the British Academy of Management Conference 2017
    CyhoeddwrBritish Academy of Management
    StatwsCyhoeddwyd - 6 Medi 2017
    DigwyddiadBritish Academy of Management Conference 2017: Re-connecting Management Research with the Disciplines - Shaping the Research Agenda for the Social Sciences - Warwick Business School, University of Warwick , Coventry, Y Deyrnas Unedig
    Hyd: 4 Sep 20176 Sep 2017

    Cynhadledd

    CynhadleddBritish Academy of Management Conference 2017
    Teitl crynoBAM2017
    Gwlad/TiriogaethY Deyrnas Unedig
    DinasCoventry
    Cyfnod4/09/176/09/17

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