The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation

In this study we examine the effect of customers' participation in a firm's social media efforts on the intensity of the relationship between the firm and its customers as captured by customers' visit frequency. We further hypothesize and test for the moderating roles of social media...

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Veröffentlicht in:	Information systems research 2013-03, Vol.24 (1), p.108-127
Hauptverfasser:	Rishika, Rishika, Kumar, Ashish, Janakiraman, Ramkumar, Bezawada, Ram
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Behavior modeling Control groups customer profitability Customer relations customer-firm relationship Customers Demography difference-in-differences Effects Income estimates Information storage and retrieval systems Marketing Marketing strategies Participation Profitability propensity score matching quasi-experiment Shopping shopping visit frequency Social interaction Social media social media marketing social media participation Social networks Studies Transactional analysis
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