Abstract
The social customer relationship management (SCRM) field is a growing, multi-disciplinary area of research which combines social media and social commerce research with customer relationship management perspectives. Using customer equity theory (Lemon et al., 2001), and based on previous research (Thomas, 2017), this research conceptualises an extended model of customer equity which can be used for the UK’s online fashion industry. The key additions are the factors advertising scepticism, and fashion involvement, age, and gender. Both academics and practitioners will find this research useful as it helps to close an extant gap in the customer equity literature for fashion retailers.
| Original language | English |
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| Publication status | Published - 11 May 2017 |
| Event | University of South Wales Business School Research Conference. - University of South Wales Duration: 10 May 2017 → … |
Conference
| Conference | University of South Wales Business School Research Conference. |
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| Period | 10/05/17 → … |
Keywords
- social media
- customer equity
- social customer relationship management