Online Consumer Behavior in Social Media: Successful Strategies to Get Engagement, Loyalty, and Sharing Behavior from Your Customers

 
9783843355551: Online Consumer Behavior in Social Media: Successful Strategies to Get Engagement, Loyalty, and Sharing Behavior from Your Customers
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The volume is composed by three different studies. First study: we investigate two key group determinants of participation in online communities, venue interactivity and community engagement, and consider their consequences on online and offline consumer behavior. Sets of hypotheses were theorized considering the differences between groups with different levels of interactivity and engagement. Many differences and key interactions emerge. Second study: find the factors that enhance member participation and sharing in business-to-customer virtual communities. We propose a causal model detailing the antecedents of different sharing behaviors. Managerial implications include free-riding-mitigating mechanisms employed in consumer communities to increase sharing behavior. Third study: we study the differences between firm and customer-managed brand communities. Results are derived using Netnographic, in-depth interviews and internet-based survey. We discuss the theoretical bases, the practical implications, and future research.

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Marketing Professor at SDA Bocconi, Milan. In the past, Visiting Scholar at Rice University, Texas and at ESE, NY. My research interests: online marketing issues such as web marketing metrics, pricing strategies and virtual communities. I published in leading academic journals and management journals, such as EJOR and SMR, WSJ and Sole24H.

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Book Description Condition: New. Publisher/Verlag: LAP Lambert Academic Publishing | Successful Strategies to Get Engagement, Loyalty, and Sharing Behavior from Your Customers | The volume is composed by three different studies. First study: we investigate two key group determinants of participation in online communities, venue interactivity and community engagement, and consider their consequences on online and offline consumer behavior. Sets of hypotheses were theorized considering the differences between groups with different levels of interactivity and engagement. Many differences and key interactions emerge. Second study: find the factors that enhance member participation and sharing in business-to-customer virtual communities. We propose a causal model detailing the antecedents of different sharing behaviors. Managerial implications include free-riding-mitigating mechanisms employed in consumer communities to increase sharing behavior. Third study: we study the differences between firm and customer-managed brand communities. Results are derived using Netnographic, in-depth interviews and internet-based survey. We discuss the theoretical bases, the practical implications, and future research. | Format: Paperback | Language/Sprache: english | 385 gr | 220x150x15 mm | 284 pp. Seller Inventory # K9783843355551

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Book Description LAP Lambert Acad. Publ. Sep 2010, 2010. Taschenbuch. Condition: Neu. Neuware - The volume is composed by three different studies. First study: we investigate two key group determinants of participation in online communities, venue interactivity and community engagement, and consider their consequences on online and offline consumer behavior. Sets of hypotheses were theorized considering the differences between groups with different levels of interactivity and engagement. Many differences and key interactions emerge. Second study: find the factors that enhance member participation and sharing in business-to-customer virtual communities. We propose a causal model detailing the antecedents of different sharing behaviors. Managerial implications include free-riding-mitigating mechanisms employed in consumer communities to increase sharing behavior. Third study: we study the differences between firm and customer-managed brand communities. Results are derived using Netnographic, in-depth interviews and internet-based survey. We discuss the theoretical bases, the practical implications, and future research. 284 pp. Englisch. Seller Inventory # 9783843355551

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Book Description LAP Lambert Acad. Publ. Sep 2010, 2010. Taschenbuch. Condition: Neu. Neuware - The volume is composed by three different studies. First study: we investigate two key group determinants of participation in online communities, venue interactivity and community engagement, and consider their consequences on online and offline consumer behavior. Sets of hypotheses were theorized considering the differences between groups with different levels of interactivity and engagement. Many differences and key interactions emerge. Second study: find the factors that enhance member participation and sharing in business-to-customer virtual communities. We propose a causal model detailing the antecedents of different sharing behaviors. Managerial implications include free-riding-mitigating mechanisms employed in consumer communities to increase sharing behavior. Third study: we study the differences between firm and customer-managed brand communities. Results are derived using Netnographic, in-depth interviews and internet-based survey. We discuss the theoretical bases, the practical implications, and future research. 284 pp. Englisch. Seller Inventory # 9783843355551

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Book Description LAP Lambert Acad. Publ. Sep 2010, 2010. Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Neuware - The volume is composed by three different studies. First study: we investigate two key group determinants of participation in online communities, venue interactivity and community engagement, and consider their consequences on online and offline consumer behavior. Sets of hypotheses were theorized considering the differences between groups with different levels of interactivity and engagement. Many differences and key interactions emerge. Second study: find the factors that enhance member participation and sharing in business-to-customer virtual communities. We propose a causal model detailing the antecedents of different sharing behaviors. Managerial implications include free-riding-mitigating mechanisms employed in consumer communities to increase sharing behavior. Third study: we study the differences between firm and customer-managed brand communities. Results are derived using Netnographic, in-depth interviews and internet-based survey. We discuss the theoretical bases, the practical implications, and future research. 284 pp. Englisch. Seller Inventory # 9783843355551

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