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Rolph E. Anderson et al.
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Avi Goldfarb and Catherine Tucker
Managing consumer data courteously can be a way to build a good relationship with customers.
Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.
December 18, 2012 | Arvind Malhotra, Claudia Kubowicz Malhotra and Alan See
Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.
As it happens, the same types of posts that were “liked” were often also shared — with a few interesting exceptions. Whereas length decreases the likelihood of being “liked,” length did not influence whether a post was shared. Additionally, there were no negative effects on “shares” for posts announcing contests, advocating social causes or asking questions. There were two types of posts that drove “shares” more than “likes.” First, while posts with video content were not “liked” more, they were shared significantly more than non-video posts. Second, whereas posts announcing deals did not receive high “like” totals, these posts were shared much more often. It seems as if consumers chose to share attractive deal information rather than indicating appreciation.
Regardless of whether a Facebook fan “likes,” comments, shares or does some combination thereof, engagement through Facebook is becoming a critical element of any organization’s marketing strategy. An opportunity exists to leverage wall posts more effectively to generate greater propagation and richer conversation — and to convert more consumers into brand advocates. In the highly networked social world we live in today, such brand advocates are priceless.
Marketers are always looking for best practices for putting customers first and building brand loyalty. These articles present new ways of thinking about customer development.
Yun Mi Antorini et al.
For the Lego Group, a close bond with user communities is not a pipe dream but a reality.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
Wendy W. Moe et al.
Lessons for managers who are listening to social media.
Susan Fournier and Jill Avery
There are three important ways in which customer relationship management (CRM) practices often fail.
Sriram Dasu and Richard B. Chase
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Stephen S. Tax et al.
As companies use self-service technologies, responsibility for service quality shifts to customers.