Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/156285
Authors: 
Maecker, Olaf
Barrot, Christian
Becker, Jan U.
Year of Publication: 
2016
Citation: 
[Journal:] Business Research [ISSN:] 2198-2627 [Publisher:] Springer [Place:] Heidelberg [Volume:] 9 [Year:] 2016 [Issue:] 1 [Pages:] 133-155
Abstract: 
In recent years, social media have become a popular channel through which customers and companies can interact. However, companies struggle to assess whether their investments in establishing and maintaining brand pages in social media actually meet their high expectations with respect to developing and retaining customers. Based on three empirical studies, the authors explore the role of interactions through corporate social media channels, such as Facebook brand pages, in customer relationship management. The results indicate that social media interactions indeed ease the upselling efforts and reduce the risk of churn. These positive effects offset the observed increases with regard to the number of service requests and the higher overall service cost. Thus, we ultimately find customers who interact with the brand on social media to be more profitable.
Subjects: 
Social media
Brand pages
Customer relationship management
Customer lifecycle
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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