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dc.contributor.authorTiensuu, Severi
dc.date.accessioned2014-07-09T19:49:08Z
dc.date.available2014-07-09T19:49:08Z
dc.date.issued2014
dc.identifier.otheroai:jykdok.linneanet.fi:1438669
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/43894
dc.description.abstractIn recent years, many companies have used social media as part of their marketing and brand building activities. The rise of social media has strengthened the need for customer activation and engagement. Customer brand engagement offers companies multiple positive outcomes, such as satisfaction, trust, loyalty, and empowerment, which potentially facilitate successful business performance. The idea of engagement is relatively new in the marketing literature, and academic research has only minimally examined the potential for growth presented by engaging customers. However, numerous researchers have recognized the growing academic interest in customer brand engagement, as evidenced by the Marketing Science Institute’s (MSI) highlighting of customer engagement as one of its key research priorities. Another issue of increasing importance in the marketing literature is share of wallet (SOW), which pertains to the share of a customer's expenses on a product that goes to the firm selling the product. The connection between engagement and SOW has been insufficiently examined, thereby preventing a thorough understanding of this relationship. This study presents four frequently found motivational drivers of customer brand engagement, community, information and enjoyment, identity and economics and examines the nature of the relationship between these drivers and engagement. This study also analyzes how perceived consumer innovativeness moderates the relationship between engagement and SOW. Results suggest that community exerts the strongest positive effect on customer brand engagement and that such engagement positively influences SOW. The findings also indicate that perceived consumer innovativeness positively affects the relationship between engagement and SOW. Furthermore, a positive relationship exists between frequency of visits and SOW. This study enhances the understanding of customer brand engagement by describing the nature of this strategy and combines engagement and SOW theories to develop a perspective on the association between the two.en
dc.format.extent1 verkkoaineisto (73 sivua)
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.othercustomer brand engagement
dc.subject.othershare of wallet
dc.subject.otherbrand
dc.subject.othersocial media
dc.subject.othermotivational driver
dc.titleMotivational drivers of customer brand engagement and its effect on share of wallet in a social media context
dc.identifier.urnURN:NBN:fi:jyu-201407092223
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.date.updated2014-07-09T19:49:08Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysososiaalinen media
dc.subject.ysobrändit
dc.subject.ysobrändäys
dc.subject.ysoasiakkaat
dc.subject.ysositoutuminen


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