Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion
This research examines the effects of social media brand–consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with...
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| Veröffentlicht in: | Journal of interactive marketing 2016-11, Vol.36 (1), p.121-133 |
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| container_end_page | 133 |
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| container_title | Journal of interactive marketing |
| container_volume | 36 |
| creator | Hamilton, Mitchell Kaltcheva, Velitchka D. Rohm, Andrew J. |
| description | This research examines the effects of social media brand–consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.
•Study investigates interaction satisfaction and interaction immersion between brands and consumers on social media.•Shows relationship between interaction and value related to customer lifetime value, influencer value, and knowledge value.•Examines absolute levels of interaction satisfaction and interaction immersion and trends over time |
| doi_str_mv | 10.1016/j.intmar.2016.07.001 |
| format | Article |
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| ispartof | Journal of interactive marketing, 2016-11, Vol.36 (1), p.121-133 |
| issn | 1094-9968 1520-6653 |
| language | eng |
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| source | Elsevier ScienceDirect Journals; SAGE Complete |
| subjects | Brand equity Brand strategy Brands Consumer behavior Customer interactions Customer satisfaction Customer value creation Immersion Market strategy Online flow Online marketing Satisfaction Social media Social networks Studies Value creation |
| title | Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion |
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