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dc.contributor.authorRauf, Muniba
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.editorNiininen, Outi
dc.date.accessioned2023-03-14T08:56:09Z
dc.date.available2023-03-14T08:56:09Z
dc.date.issued2023
dc.identifier.citationRauf, 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.), <i>Social Media for Progressive Public Relations</i> (pp. 138-157). Routledge. <a href="https://doi.org/10.4324/9781003177791-13" target="_blank">https://doi.org/10.4324/9781003177791-13</a>
dc.identifier.otherCONVID_150955427
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/86014
dc.description.abstractSocial 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.en
dc.format.extent270
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofSocial Media for Progressive Public Relations
dc.rightsIn Copyright
dc.titleInvestigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry
dc.typebookPart
dc.identifier.urnURN:NBN:fi:jyu-202303142168
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineHyvinvoinnin tutkimuksen yhteisöfi
dc.contributor.oppiaineTyön ja johtamisen muuttuminen digitaalisessa ajassafi
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineSchool of Wellbeingen
dc.contributor.oppiaineEmergent work in the digital eraen
dc.type.urihttp://purl.org/eprint/type/BookItem
dc.relation.isbn978-1-032-01233-9
dc.type.coarhttp://purl.org/coar/resource_type/c_3248
dc.description.reviewstatuspeerReviewed
dc.format.pagerange138-157
dc.type.versionacceptedVersion
dc.rights.copyright© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
dc.rights.accesslevelopenAccessfi
dc.subject.ysososiaalinen media
dc.subject.ysoasiakkaat
dc.subject.ysokanta-asiakkaat
dc.subject.ysositouttaminen
dc.subject.ysositoutuminen (toiminta)
dc.subject.ysoasiakasuskollisuus
dc.subject.ysourheiluliikkeet
dc.subject.ysoluottamus
dc.subject.ysomarkkinointiviestintä
dc.subject.ysoyritykset
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p3294
jyx.subject.urihttp://www.yso.fi/onto/yso/p3293
jyx.subject.urihttp://www.yso.fi/onto/yso/p19420
jyx.subject.urihttp://www.yso.fi/onto/yso/p13419
jyx.subject.urihttp://www.yso.fi/onto/yso/p7218
jyx.subject.urihttp://www.yso.fi/onto/yso/p23191
jyx.subject.urihttp://www.yso.fi/onto/yso/p1725
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p3128
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.4324/9781003177791-13
dc.type.okmA3


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