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A dynamic framework for managing customer engagement on social media

机译：管理客户参与社交媒体的动态框架

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摘要

Social media have become pervasive communication tools, creating connections and opportunities for customer engagement. They have redefined simple dyadic interactions between customers and marketers, transforming them into more complex interactions between multiple groups of actors, including customers, organisations, stakeholders, and non-customers. In recognition of the remodelling of customer engagement, scholars have called for additional research addressing the role of engagement in multi-actor ecosystems. Our study seeks to address this gap by advancing the understanding of the process of customer engagement on social media and proposing an empirically grounded framework with appropriate measures to assess customer engagement. Thirty-two interviews were conducted to explore the process of establishing and maintaining customer engagement on social media from the perspectives of social media marketing practitioners and users. This study proposes a dynamic framework addressing four distinct levels of customer engagement on social media, in addition to identifying appropriate measurements for each level.
机译：社交媒体已成为普遍的通信工具，为客户参与创造连接和机会。他们重新定义了客户和营销人员之间的简单二元相互作用，将它们转化为多个演员之间的更复杂的互动，包括客户，组织，利益相关者和非客户。为了承认客户参与的重建，学者呼吁提出额外的研究，这些研究解决了参与多演员生态系统的作用。我们的研究旨在通过推进对社交媒体的客户参与过程，并提出以适当措施提出经验为基础的框架来评估客户参与的措施来解决这一差距。进行了三十两次采访，探讨了从社会媒体营销从业从业者和用户的角度建立和维护社交媒体的客户参与的过程。本研究提出了一种充满活力的框架，除了识别每个级别的适当测量外，还提出了一种在社交媒体上的四个不同程度的客户参与。

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