The Dynamics of Social Media Metrics and Intensity of Customer Relationship—An Empirical Investigation of the IT Industry
Lan-Lan Dong, Ying-Hong Wan, Xiao-Juan Wang
Available Online June 2014.
- https://doi.org/10.2991/msmi-14.2014.51How to use a DOI?
- Social media, Customer participation, Firm’s effort, Customer relationship.
- 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.
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 -