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The Power of Customer Advocacy: Reducing Marketing Myopia in the Realm of Social Media

机译：客户倡导的力量：减少社交媒体领域的营销近视

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Drawing from the social network theory from the field of modern sociology and commitment-trust theory from the field of relationship marketing, this research aims to address how firms can achieve improvement in brand equity. Social media is characterized by connections, associations, and relationships (Paine 2011). In this study, we present a conceptual framework of improving brand equity. Thus, this research addresses a key question: How a customer's advocacy of brands can be achieved to account for the strengthening of a brand's equity?

机译：从关系营销领域的现代社会学和承诺 - 信任理论从社会网络理论绘制，这项研究旨在解决公司如何实现品牌股权的改善。社交媒体的特点是联系，关联和关系（PAREE 2011）。在这项研究中，我们提出了一种提高品牌股权的概念框架。因此，这项研究解决了一个关键问题：如何实现客户的宣传来达到加强品牌的股权？

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来源
《Winter Marketing Academic Conference》|2016年|1 v. (various pagings)|共2页
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作者
Manisha Mathur;
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原文格式 PDF
正文语种
中图分类市场学;
关键词
customer engagement; perceived trust; customer advocacy; social media; review helpfulness;

机译：客户订婚;感知信任;客户倡导;社交媒体;审查助人;

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4. The Power of Customer Advocacy: Reducing Marketing Myopia in the Realm of Social Media [C] . Manisha Mathur Winter Marketing Academic Conference . 2016

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The Power of Customer Advocacy: Reducing Marketing Myopia in the Realm of Social Media

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