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

Lauren Thomas, Simon Brooks

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    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.
    Original languageEnglish
    Title of host publicationProceedings of the British Academy of Management Conference 2017
    PublisherBritish Academy of Management
    Publication statusPublished - 6 Sept 2017
    EventBritish 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, United Kingdom
    Duration: 4 Sept 20176 Sept 2017

    Conference

    ConferenceBritish Academy of Management Conference 2017
    Abbreviated titleBAM2017
    Country/TerritoryUnited Kingdom
    CityCoventry
    Period4/09/176/09/17

    Keywords

    • social media
    • social commerce
    • customer equity

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