The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation
The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation
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DOI：
10.1287/isre.1120.0460
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发表时间：
2013-01
期刊：
影响因子：
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通讯作者：
Rishika Rishika-Rishika;Ashish Kumar;R. Janakiraman;R. Bezawada
中科院分区：
文献类型：
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作者：
Rishika Rishika-Rishika;Ashish Kumar;R. Janakiraman;R. Bezawada
在这项研究中，我们研究了客户参与公司的社交媒体努力的影响，公司与客户之间的关系的强度捕获客户的访问频率。我们进一步假设并检验了社交媒体活动和客户特征对社交媒体参与与客户-企业关系强度之间关系的调节作用。重要的是，我们还量化了社交媒体参与对客户盈利能力的影响。我们组装了一个新的数据集，结合客户的社交媒体参与数据与个人客户级别的交易数据。为了解释由于客户自我选择而可能出现的内隐性，我们利用倾向得分匹配技术结合差异分析。我们的研究结果表明，客户参与公司的社交媒体的努力，导致客户访问的频率增加。我们发现，这种参与效应是更大的，当有高水平的活动在社交媒体网站和客户谁表现出强烈的惠顾与公司，购买优质产品，并表现出较低水平的购买重点和交易敏感度。我们发现，上述结果也适用于客户盈利能力。我们讨论了我们的研究结果的理论意义，并为管理者提供如何通过社交媒体吸引客户的处方。我们的研究强调了管理者需要将来自客户交易关系的知识与他们的社交媒体参与相结合，以更好地服务客户并创造可持续的商业价值。
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 activity and customer characteristics on the link between social media participation and the intensity of customer-firm relationship. Importantly, we also quantify the impact of social media participation on customer profitability. We assemble a novel data set that combines customers’ social media participation data with individual customer level transaction data. To account for endogeneity that could arise because of customer self-selection, we utilize the propensity score matching technique in combination with difference in differences analysis. Our results suggest that customer participation in a firm’s social media efforts leads to an increase in the frequency of customer visits. We find that this participation effect is greater when there are high levels of activity in the social media site and for customers who exhibit a strong patronage with the firm, buy premium products, and exhibit lower levels of buying focus and deal sensitivity. We find that the above set of results holds for customer profitability as well. We discuss theoretical implications of our results and offer prescriptions for managers on how to engage customers via social media. Our study emphasizes the need for managers to integrate knowledge from customers’ transactional relationship with their social media participation to better serve customers and create sustainable business value.