Sustaining customer engagement through social media brand communities
Jen Riley
Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 4, 344-357
Abstract:
Customers are spending an exorbitant amount of time engaging various media outlets. Due to technological advances such as social media, marketers must innovate to stay top-of-mind for customers and approach the customer engagement journey differently. Social media allows brands to facilitate traditional offline brand communities, virtually. However, sustaining that engagement often presents a challenge and can be a strain on the resources of a company and marketing team. Allowing customers to engage with other customers and brands gives social media brand communities a unique competitive advantage over other marketing methods. By engaging in content creation within social media brand communities, customers and marketers are able to co-create value and increase customer engagement. Transferring part of the customer engagement experience into an online setting provides value co-creation opportunities among customers and for the brand. This manuscript proposes a framework for sustaining social media brand communities and customer engagement for value co-creation.
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:30:y:2020:i:4:p:344-357
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DOI: 10.1080/21639159.2020.1766990
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