Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation
نویسندگان
چکیده
Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer
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ورودعنوان ژورنال:
- Int J. Information Management
دوره 37 شماره
صفحات -
تاریخ انتشار 2017