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...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2014 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/167528 |
| Acceso en línea: | https://hdl.handle.net/11441/167528 https://doi.org/10.1108/JRIM-05-2014-0028 |
| Access Level: | acceso abierto |
| Palabra clave: | Social media marketing Social networks Consumer behavior Metrics Customer insight |
| Sumario: | 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. |
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