Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement

作者：

Highlights：

• Research highlights the link between social media analytics practice (SMAP), customer engagement (CE), and business performance (BP).

• SMA does create new business opportunities by enhanced customer engagement as well as overall business performance.

• SMA helps the retail organisation magnify its business presence, run a smart social media campaign, reduce customer services/support costs by using social media monitoring process.

• Social media enables the building of an active community by administering an online conversation and taking customer responses and opinions on a particular product and its services.

摘要

•Research highlights the link between social media analytics practice (SMAP), customer engagement (CE), and business performance (BP).•SMA does create new business opportunities by enhanced customer engagement as well as overall business performance.•SMA helps the retail organisation magnify its business presence, run a smart social media campaign, reduce customer services/support costs by using social media monitoring process.•Social media enables the building of an active community by administering an online conversation and taking customer responses and opinions on a particular product and its services.

论文关键词：Social media analytics,Customer engagement,Business performance,Indian retail and IT Industries

论文评审过程：Received 12 April 2019, Revised 2 January 2020, Accepted 6 January 2020, Available online 31 January 2020, Version of Record 12 March 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102069