Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry
Rauf, M., & Karjaluoto, H. (2023). Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 138-157). Routledge. https://doi.org/10.4324/9781003177791-13
DisciplineMarkkinointiDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)Hyvinvoinnin tutkimuksen yhteisöMarketingDigital marketing and CommunicationDigital Business and Economy (focus area)School of Wellbeing
Embargoed until: 2024-05-10Request copy from author
© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, there is still a gap in our understanding of how social media, rewarded engagement and loyalty programmes (LPs) work together. Against this backdrop, this chapter aims to increase our understanding of the role of rewarded social media engagement in LPs and customer loyalty amongst members versus non-members. To explore the relationship and to differentiate between members and non-members, this study explores rewarded social media engagement, trust, perceived switching cost (PSC) and loyalty. This chapter discusses whether rewarded social media engagement, trust and PSC and overall loyalty are higher in the LPs members versus non-members. The study uses online surveys of members and non-members to examine their behaviour towards social media engagement and loyalty to LPs while adding to the body of knowledge on LPs, social media communication and rewarded engagement. The main findings highlight that rewarded customer engagement (CE) in the social media context, trust, PSC and loyalty towards the programme and the company are higher in the programme members than non-members in the sports industry. ...
Parent publication ISBN978-1-032-01233-9
Is part of publicationSocial Media for Progressive Public Relations
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Investigating the impact of rewarded customer engagement on loyalty program members, and whether it induces their engagement in brand’s Metaverse Rauf, Muniba; Li, Xiaolin; Karjaluoto, Heikki (Global Alliance of Marketing and Management Associations, 2023)
Banking on trust - navigating customer loyalty in the digital banking era : insights from the Finnish banking sector Hauhia, Veikko (2023)Asiakasuskollisuuden ymmärtämisen merkitys on kasvanut kiristyneen kilpailun myötä. Erityisesti pankkitoiminnan kaltaisella luottamukseen perustuvalla liiketoiminnalla uskollinen asiakaskunta ja sen oikeanlainen hyödyntäminen ...
Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement Izogo, Ernest Emeka; Mpinganjira, Mercy; Karjaluoto, Heikki; Liu, Hongfei (SAGE Publications, 2022)Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of ...
Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation Tornberg, Jussi; Karjaluoto, Heikki; Niininen, Outi (Routledge, 2023)This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily ...
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo (EuroMed Press, 2022)This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small ...