Customer Engagement in Facebook Brand Communities: Measurement and Best Practices from the Airline Industry

2017 ◽  
pp. 683-696 ◽  
Author(s):  
Vu Thi Thao ◽  
Thomas Wozniak ◽  
Andreas Liebrich
Keyword(s):  
Best Practices ◽  
Airline Industry ◽  
Customer Engagement ◽  
Brand Communities

ANTECEDENTS AND OUTCOME OF CUSTOMER ENGAGEMENT WITH THE HOTEL BRAND COMMUNITIES EMBEDDED IN FACEBOOK

2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali
Keyword(s):  
Customer Engagement ◽  
Brand Communities

Marketing Analytics for Customer Engagement

2020 ◽  
Vol 11 (2) ◽  
pp. 41-55 ◽  
Author(s):  
Samala Nagaraj
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Present Article ◽  
Service Industries ◽  
Customer Engagement ◽  
Brand Communities ◽  
Marketing Analytics ◽  
The Future

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Hedonic and Utilitarian Values Behind Engagement of Online Consumers

2021 ◽  
pp. 1242-1263
Author(s):  
Farrah Zeba ◽  
Musarrat Shaheen ◽  
Raveesh Krishnankutty
Keyword(s):  
Lived Experience ◽  
Airline Industry ◽  
Low Cost ◽  
Marketing Strategies ◽  
The Self ◽  
Customer Engagement ◽  
Third Order ◽  
Diary Method ◽  
Low Cost Carriers ◽  
Order Construct

In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors—utilitarian and hedonic experiential values.

Managing brands and customer engagement in online brand communities

2013 ◽  
Vol 24 (3) ◽  
pp. 223-244 ◽  
Author(s):  
Jochen Wirtz ◽  
Anouk den Ambtman ◽  
Josée Bloemer ◽  
Csilla Horváth ◽  
B. Ramaseshan ◽  
...  
Keyword(s):  
Customer Engagement ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals Critical analyzed information of International Air Transport Association (Divulgation paper)

2021 ◽  
Vol 34 (02) ◽  
pp. 1065-1074
Author(s):  
Mohammed Almuqati
Keyword(s):  
Decision Making ◽  
Best Practices ◽  
Environmental Sustainability ◽  
Airline Industry ◽  
Air Transport ◽  
Financial Success ◽  
Duty To Protect ◽  
Improved Performance ◽  
National Economies

The International Air Transport Association aims at representing the airline industry by enhancing awareness about the benefits of airlines to the national economies, and in this way, improving decision making regarding airline activities. Integrity is an important value if at all member airlines are expected to have trust in the organization’s duty to protect their interest. The main benefit that airlines can gain in joining IATA is the ability to be adequately represented by an organization whose voice in the industry is powerful. Member airlines are also assured of financial success as IATA recommends best practices that should be implemented in order to uphold safety, environmental sustainability, and efficient processes. Ultimately, IATA’s role in championing for the rights of airlines has been influential, and the improved performance in the industry is evidence that the association’s efforts have been fruitful.

Antecedents and consequences of customer engagement in online brand communities

2014 ◽  
Vol 2 (2) ◽  
pp. 81-97 ◽  
Author(s):  
Tommy K H Chan ◽  
Xiabing Zheng ◽  
Christy M K Cheung ◽  
Matthew K O Lee ◽  
Zach W Y Lee
Keyword(s):  
Customer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Antecedents And Consequences

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

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