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

DOI

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.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 2014 International Conference on Management Science and Management Innovation
PB  - Atlantis Press
SP  - 277
EP  - 284
SN  - 2352-5428
UR  - https://doi.org/10.2991/msmi-14.2014.51
DO  - 10.2991/msmi-14.2014.51
ID  - Dong2014/06
ER  -