Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Metric proposal for customer engagement in Facebook

Metric proposal for customer engagement in Facebook Purpose – The purpose of this paper is to propose a comprehensive metric for customer engagement in Facebook, the top social networking site. Design/methodology/approach – The approach is conceptual and it makes operative customer engagement concept in the specific context that is Facebook. Findings – In the new dynamic business environment fostered by Internet, where customer value goes beyond what the customer spends on a brand or a firm, firms will be able to fine-tune their customer engagement strategy by means of the metric results and its evolution. Research limitations/implications – The paper, which provides insight and a metric for customer engagement in Facebook, is a starting point for future conceptual and empirical research that might be conducted to further refine the proposed metric. The assessment of engagement achieved as a result of actions on Facebook will allow marketers to evaluate the efficiency of the action and, through its longitudinal evaluation, the fluctuation according to different posting strategies used, so managers can see whether engagement or disengagement is happening and then make decisions about which type of content generates better engagement. Originality/value – The metric offered is unique, as it focuses on customer engagement on Facebook, and to the best of author’s knowledge, there is not any previous attempt to measure it. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Interactive Marketing Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/metric-proposal-for-customer-engagement-in-facebook-sHfo1zIrco

References (53)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2040-7122
DOI
10.1108/JRIM-05-2014-0028
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to propose a comprehensive metric for customer engagement in Facebook, the top social networking site. Design/methodology/approach – The approach is conceptual and it makes operative customer engagement concept in the specific context that is Facebook. Findings – In the new dynamic business environment fostered by Internet, where customer value goes beyond what the customer spends on a brand or a firm, firms will be able to fine-tune their customer engagement strategy by means of the metric results and its evolution. Research limitations/implications – The paper, which provides insight and a metric for customer engagement in Facebook, is a starting point for future conceptual and empirical research that might be conducted to further refine the proposed metric. The assessment of engagement achieved as a result of actions on Facebook will allow marketers to evaluate the efficiency of the action and, through its longitudinal evaluation, the fluctuation according to different posting strategies used, so managers can see whether engagement or disengagement is happening and then make decisions about which type of content generates better engagement. Originality/value – The metric offered is unique, as it focuses on customer engagement on Facebook, and to the best of author’s knowledge, there is not any previous attempt to measure it.

Journal

Journal of Research in Interactive MarketingEmerald Publishing

Published: Oct 7, 2014

There are no references for this article.