Proceedings of the 2014 International Conference on Management Science and Management Innovation

The Dynamics of Social Media Metrics and Intensity of Customer Relationship—An Empirical Investigation of the IT Industry

Authors
Lan-Lan Dong, Ying-Hong Wan, Xiao-Juan Wang
Corresponding Author
Lan-Lan Dong
Available Online June 2014.
DOI
https://doi.org/10.2991/msmi-14.2014.51How to use a DOI?
Keywords
Social media, Customer participation, Firm’s effort, Customer relationship.
Abstract
Based on the theory of customer lifecycle and prior literature, we classify the customers into segments, thus to examine the effects of social media on the relationship between the firm and its customer segments. The results derived from vector autoregressive models suggest that, generally, social media metrics significantly and positively influence the customer relationship, but the effect will dissipate in the long run. Interestingly, social media metrics affect the two customer segments differently; the impact on the preliminary customers is stronger than the stables ones. We also find, among the three metrics of social media, brand community best relates to the connections between customers and the firm.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2014 International Conference on Management Science and Management Innovation (MSMI 2014)
Part of series
Advances in Economics, Business and Management Research
Publication Date
June 2014
ISBN
978-94-6252-015-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/msmi-14.2014.51How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Lan-Lan Dong
AU  - Ying-Hong Wan
AU  - Xiao-Juan Wang
PY  - 2014/06
DA  - 2014/06
TI  - The Dynamics of Social Media Metrics and Intensity of Customer Relationship—An Empirical Investigation of the IT Industry
BT  - 2014 International Conference on Management Science and Management Innovation (MSMI 2014)
PB  - Atlantis Press
SP  - 277
EP  - 284
SN  - 2352-5428
UR  - https://doi.org/10.2991/msmi-14.2014.51
DO  - https://doi.org/10.2991/msmi-14.2014.51
ID  - Dong2014/06
ER  -