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Based on the organizational support theory, this paper studied the effect and mechanism of corporate engagement marketing strategy on customer perceived support and customer willingness to engagement. The cross level analysis methodology was adopted for analyzing 43 domestic video website of 215 employees and 1075 customers. The results showed that corporate engagement marketing strategy had a significant...
Based on the existing relevant theoretical literature arrangement, according to the scale development process, we collect engagement marketing strategy measurement items suitable for Chinese enterprises. In the course of the study, the literature review and open-ended questions interview are adopted. Through the pre-survey and large sample survey, we develop the engagement marketing strategy scale...
With the rapid development of social media, how to effectively motivate customers to meet and achieve the purpose of publicity has become an urgent problem to be solved at present. This paper aims at exploring the impact of social media information strategy in enterprise micro-blog on customer perceived support and customer recommendation. Through the empirical analysis of 388 valid random samples,...
Instance message intelligence, which is deemed as a part of intelligent service system, could provide e-shoppers with help in the service delivery by automatically answering e-customer questions. As such, more interests are aroused in developing more effective and efficient instance message intelligence management practices. To investigate the effect of using instance message intelligence on customer...
The study aims to investigate the influencing mechanism of customer orientation on e-customer engagement relationship outcomes through perceived support for customer. A total of 525 responses to a survey were collected from e-shoppers in china. The results showed that customer focus and customer feedback have a positive effect on perceived rapport and perceived support for customers, which in turn...
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