Strategic uses of social media for improved customer retention

Strategic Uses of Social Media for Improved Customer Retention Wafaa Al-Rabayah Independent Researcher, Jordan Rawan Khasawneh Jordan University of Science and Technology, Jordan Rasha Abu-shamaa Yarmouk University, Jordan Izzat Alsmadi Boise State University, USA A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Published in the United States of America by IGI Global Business Science Reference (an imprint of IGI Global) 701 E Chocolate Avenue Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com Copyright © 2017 by IGI Global All rights reserved No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher Product or company names used in this set are for identification purposes only Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark Library of Congress Cataloging-in-Publication Data CIP Data Pending ISBN: 978-1-5225-1686-6 eISBN: 978-1-5225-1687-3 This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529) British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library All work contributed to this book is new, previously-unpublished material The views expressed in this book are those of the authors, but not necessarily of the publisher Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Mission ISSN:2327-5502 EISSN:2327-5529 Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and customer service These features aid in the attraction of new clients and maintaining existing relationships The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in the fields of marketing management Coverage • B2B marketing • Mobile services • CRM strategies • CRM and customer trust • Text Mining and Marketing • Telemarketing • Web Mining and Marketing • Customer Retention • Data mining and marketing • Database marketing IGI Global is currently accepting manuscripts for publication within this series To submit a proposal for a volume in this series, please contact our Acquisition Editors at Acquisitions@igi-global.com or visit: http://www.igi-global.com/publish/ The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series (ISSN 2327-5502) is published by IGI Global, 701 E Chocolate Avenue, Hershey, PA 17033-1240, USA, www.igi-global.com This series is composed of titles available for purchase individually; each title is edited to be contextually exclusive from any other title within the series For pricing and ordering information please visit http://www.igi-global.com/book-series/advances-marketing-customer-relationship-management/37150 Postmaster: Send all address changes to above address Copyright © 2017 IGI Global All rights, including translation in other languages reserved by the publisher No part of this series may be reproduced or used in any form or by any means – graphics, electronic, or mechanical, including photocopying, recording, taping, or information and retrieval systems – without written permission from the publisher, except for non commercial, educational use, including classroom teaching purposes The views expressed in this series are those of the authors, but not necessarily of IGI Global Titles in this Series For a list of additional titles in this series, please visit: www.igi-global.com Analyzing Children’s Consumption Behavior Ethics, Methodologies, and Future Considerations Jony Haryanto (President University, Indonesia) and Luiz Moutinho (Dublin City University, Ireland) Business Science Reference • copyright 2017 • 278pp • H/C (ISBN: 9781522509936) • US $165.00 (our price) Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia) Business Science Reference • copyright 2017 • 374pp • H/C (ISBN: 9781522507468) • US $230.00 (our price) Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy Mónica Gómez-Srez (Universidad Autónoma de Madrid, Spain) and María Pilar MartínezRuiz (University of Castilla-La Mancha, Spain) Business Science Reference • copyright 2016 • 625pp • H/C (ISBN: 9781522502203) • US $330.00 (our price) Handbook of Research on Consumerism and Buying Behavior in Developing Nations Ayantunji Gbadamosi (University of East London, UK) Business Science Reference • copyright 2016 • 565pp • H/C (ISBN: 9781522502821) • US $235.00 (our price) Managing Public Relations and Brand Image through Social Media Anurag Singh (Banaras Hindu University, India) and Punita Duhan (Meera Bai Institute of Technology, India) Business Science Reference • copyright 2016 • 353pp • H/C (ISBN: 9781522503323) • US $195.00 (our price) Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector Upendra Singh Panwar (Shri Govindram Seksaria Institute of Technology and Science, India) Raj Kumar (Banaras Hindu University, India) and Nilanjan Ray (Netaji Mahavidyalaya, India) Business Science Reference • copyright 2016 • 492pp • H/C (ISBN: 9781522501435) • US $335.00 (our price) 701 E Chocolate Ave., Hershey, PA 17033 Order online at www.igi-global.com or call 717-533-8845 x100 To place a standing order for titles released in this series, contact: cust@igi-global.com Mon-Fri 8:00 am - 5:00 pm (est) or fax 24 hours a day 717-533-8661 Editorial Advisory Board Ahmed Al Zyoud, Yarmouk University, Jordan Yaser Jararwah, Jordan University of Science and Technology, Jordan Table of Contents Foreword xv ; ; Preface xvii ; ; Chapter Social Media as a New Emerging Tool of Marketing Rawan T Khasawneh, Jordan University of Science and Technology, Jordan ; ; ; ; ; Chapter Towards a Framework for Integrating Social Media, Customer Relationship, and Knowledge Management 11 Olayiwola W Bello, University of Ilorin, Nigeria Modupe Folarin, City University London, UK Nasir Faruk, University of Ilorin, Nigeria ; ; ; ; ; ; ; ; ; Chapter Social Customer Relationship Management (SCRM): A Strategy for Customer Engagement 45 Ameen Al-Azzam, Technical College in Tai’f, Saudi Arabia Rawan Khasawneh, Jordan University of Science and Technology, Jordan ; ; ; ; ; ; ; Chapter Marketing on Tumblr: 59 Kristen Smirnov, Whittier College, USA ; ; ; ; ; Chapter The Effect of Social Networks on Branding: A Factorial Analysis Approach 84 Meriem Nouala, Sidi Bel Abbes University, Algeria Marwa Imene Mekki, Sidi Bel Abbes University, Algeria Abdelmadjid Ezzine, Sidi Bel Abbes University, Algeria ; ; ; ; ; ; ; ; ; Chapter Social Media as Social Customer Relationship Management Tool: Case of Jordan Medical Directory 108 Wafaa A Al-Rabayah, Independent Researcher, Jordan ; ; ; ; ; Chapter Determinants of Brand Recall in Social Networking Sites 124 Kaan Varnali, Istanbul Bilgi University, Turkey Vehbi Gorgulu, Istanbul Bilgi University, Turkey ; ; ; ; ; ; ; Chapter The Impact of Social Media on Customer Engagement with U.S Banks 154 Arturo Haro-de-Rosario, University of Almería, Spain Laura Saraite, University of Almería, Spain Alejandro Sáez-Martin, University of Almería, Spain María del Carmen Caba-Pérez, University of Almería, Spain ; ; ; ; ; ; ; ; ; ; ; Chapter Social Networks Impact on Potential Customers’ Buying Decisions and Current Customer Loyalty 173 Wafaa A Al-Rabayah, Independent Researcher, Jordan ; ; ; ; ; Chapter 10 Opinion Mining: A Tool for Understanding Customers – Challenges and Approaches 193 Rawan Khasawneh, Jordan University of Science and Technology, Jordan Izzat Alsmadi, Texas A&M University - San Antonio, USA ; ; ; ; ; ; ; Chapter 11 Sentiment Analysis of Social Media as Tool to Improve Customer Retention 207 Wafaa A Al-Rabayah, Independent Researcher, Jordan Ahmad Al-Zyoud, Yarmouk University, Jordan ; ; ; ; ; ; ; Chapter 12 Can the Usage of Social Media Increase the Gregariousness of the Family to Grow Successful Family-Owned Businesses? The Usefulness of Social Media in Growing a Family-Owned Business 224 Mambo Governor Mupepi, Grand Valley State University, USA Patience Taruwinga, Saint Joseph’s College, USA Wafaa A Al-Rabayah, Independent Researcher, Jordan ; ; ; ; ; ; ; ; ; Chapter 13 Using Social Strategy to Retain Customers: Cases and Tips 246 Wafaa A Al-Rabayah, Independent Researcher, Jordan ; ; ; ; ; Compilation of References 264 ; ; About the Contributors 302 ; ; Index 307 ; ; Detailed Table of Contents Foreword xv ; ; Preface xvii ; ; Chapter Social Media as a New Emerging Tool of Marketing Rawan T Khasawneh, Jordan University of Science and Technology, Jordan ; ; ; ; ; During the fast growth of social media, the ways companies usually use in their marketing are changed; social networks became a great approach for companies to improve their communication with customers The wide usage of social networking sites and tools by individuals makes companies want to think carefully on how they can benefit from such usage in rebuilding their relationship with customers and increasing their engagement level Such companies found that social media marketing is the solution through which companies and their customers will become much closer This chapter covers three main sections where traditional marketing and electronic marketing concepts are reviewed in the first section Then a detailed exploration of social networks and their distinct features is presented in the second section Finally a discussion of social network marketing tools and its related technologies is explored in the third section ; Chapter Towards a Framework for Integrating Social Media, Customer Relationship, and Knowledge Management 11 Olayiwola W Bello, University of Ilorin, Nigeria Modupe Folarin, City University London, UK Nasir Faruk, University of Ilorin, Nigeria ; ; ; ; ; ; ; ; ; Academic concepts such as customer relationship management (CRM) and knowledge management (KM) are well established concepts today Integration between these two concepts has been established with the term customer knowledge management Compilation of References Sirgy, M J (1982) Self-concept in consumer behavior: A critical review The Journal of Consumer Research, 9(3), 287–300 doi:10.1086/208924 Sirgy, M J (1985) Self-image/product-image congruity and consumer decision-making International Journal of Management, 2(4), 49–63 Sirgy, M J (1986) Self-congruity: Toward a theory of personality and cybernetics New York: Praeger Sirgy, M J., Grewal, D., Mangleburg, T F., Park, J., Chon, K., & Claiborne, C B et al (1997) Assessing the predictive validity of two methods of measuring self-image congruence Journal of the Academy of Marketing Science, 25(3), 229–241 doi:10.1177/0092070397253004 Sloane, G (2014) Tumblr’s Top Draw as a Marketing Platform Is Its Wealthier User Base: Ringing up revenue for retailers Retrieved from http://www.adweek.com/news/technology/ tumblr-s-top-draw-marketing-platform-its-wealthier-user-base-160103 Smiciklas, M (2011) Social media learning curve strategy and framework Available at: http:// www.socialmediaexplorer.com/social-media-marketing/social-media-strategy-learning-curveandframework/ Smith, D (2014) Internet use on mobile phones in Africa predicted to increase 20-fold Accessed 05/7/15 http://www.theguardian.com/world/2014/jun/05/internet-use-mobile-phones-africapredicted-increase-20-fold Smith, H A., & McKeen, J D (2005) Customer Knowledge Management: Adding Value for Our Customers Communications of the Association for Information Systems, 16, 36 Available at http://aisel.aisnet.org/cais/vol16/iss1/36 Soares, A M., & Pinho, J C (2014) Advertising in online social networks: The role of perceived enjoyment and social influence Journal of Research in Interactive Marketing, 8(3), 245–263 doi:10.1108/JRIM-01-2013-0004 Sofianti, T., Suryadi, K., Govindaraju, R., & Prihartono, B (2009) Customer Knowledge Management in New Product Development Asia Pacific Industrial Engineering & Management Systems Conference Statista (2015) Statistics and facts about Tumblr Retrieved from http://www.statista.com/topics/2463/tumblr/ Statsoft (2016) Stats Of Art Retrieved April 10, 2016, from Dell Software: http://www.statsoft com/ Sternthal, B., Dholakia, R., & Leavitt, C (1978) The persuasive effect of source credibility: Tests of cognitive response The Journal of Consumer Research, 4(4), 252–260 doi:10.1086/208704 296 Compilation of References Steven-Jennings, C (2015) Success and sustainability in African Family Business Accessed 05/12/15 http://www.howwemadeitinafrica.com/success-and-sustainability-in-african-familybusiness/31190/ Stieglitz, S., & Dang-Xuan, L (2013) Emotions and Information Diffusion in Social Media Sentiment of Microblogs and Sharing Behavior Journal of Management Information Systems, 29(4), 217–247 doi:10.2753/MIS0742-1222290408 Stillwagon, A (2014, Sep 11) Did You Know: A 5% Increase in Retention Increases Profits by Up to 95% Retrieved April 20, 2016, from Small Buisness Trends: http://smallbiztrends com/2014/09/increase-in-customer-retention-increases-profits.html Stockdale, R., Ahmed, A., & Scheepers, H (2012) Identifying Business Value From The Use Of Social Media: An Sme Perspective.Pacific Asia Conference on Information Systems (PACIS) Stone, M (2009) Staying customer-focused and trusted: Web 2.0 and Customer 2.0 in financial services Database Marketing & Customer Strategy Management, 16(2), 101–131 doi:10.1057/ dbm.2009.13 Suleman, A (2011) Knowledge Management & Social Media – YouTube Retrieved October 16, 2014 from http://www.youtube.com/watch?v=kJ15irk6hbE Sullivan, J L., & Transue, J E (1999) The psychological underpinnings of democracy: A selective review of research on political tolerance, interpersonal trust, and social capital Annual Review of Psychology, 50(1), 625–650 doi:10.1146/annurev.psych.50.1.625 PMID:15012465 Suneetha, S., & Kumar, G (2012) An in Depth Study on the New Age Technology – Social Media Marketing & its Impact on Business.Ninth AIMS International Conference on Management, (pp 975-997) Suriya, M., Mahalakshmi, V., & Karthik, R (2012) A study on customer perception towards internet banking International Journal of Sales & Marketing Management Research and Development, 2(3), 15–34 Sutcliffe, A., & Alrayes, A (2012) Investigating user experience in Second Life for collaborative learning Int J Human-Computer Studies, 70, 508–525 Swift, T (2015a) Untitled Retrieved from http://taylorswift.tumblr.com/post/125996514805/ treacherousswiftie-taylorswift-im-getting-a Swift, T (2015b) Untitled Retrieved from http://taylorswift.tumblr.com/post/121252728745/ seeyouinmywildestdreamsts-taylor-i-know-you Syhu, H S., & Kapoor, S (2010) Corporate Social Responsibility Initiatives: An Analysis of Voluntary Corporate Disclosure South Asian Journal of Management, 17(2), 47–80 Tabbane, R (2013), Impact of EWOM on the Tunisian Consumer’s Attitude Towards the Product Advances in Business-Related Scientific Research Conference 2013 297 Compilation of References Taboada, M., Brooke, J., Tofiloski, M., Voll, K., & Stede, M (2011) Lexicon-based methods for sentiment analysis Computational Linguistics, 37(2), 267–307 doi:10.1162/COLI_a_00049 Tagboard (2016) Tagboard Retrieved from Tagboard Web site: https://tagboard.com/ Tang, Q., Gu, B., & Whinston, A B (2012) Content Contribution for Revenue Sharing and Reputation in Social Media: A Dynamic Structural Model Journal of Management Information Systems, 29(2), 41–75 doi:10.2753/MIS0742-1222290203 Taylor, D G., Lewin, J E., & Strutton, D (2011) Friends, fans and followers: Do ads work on social networks? Journal of Advertising Research, 51(1), 285–296 doi:10.2501/JAR-51-1-258-275 Teece, D J (2010) Business Models, Business Strategy and Innovation Long Range Planning, 43(2-3), 172–194 doi:10.1016/j.lrp.2009.07.003 Tella, A., & Tella, A O (2015) The Promise of Open Source Systems/Software in Developing Requisite E-Government Solutions for the Developing Countries: A Review of Literature In Open Source Technology: Concepts, Methodologies, Tools, and Applications (pp 191-207) Hershey, PA: Information Science Reference doi:10.4018/978-1-4666-7230-7.ch011 Thames, C (2011) Business Process Reengineering & Enterprise Collaboraton A postion by Colby Thames Stryve Advisors Academic Press Tirunillai, S., & Tellis, G J (2012) Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance Marketing Science, 31(2), 198–215 doi:10.1287/mksc.1110.0682 Tong, S T., Van Der Heide, B., Langwell, L., & Walther, J B (2008) Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook Journal of Computer-Mediated Communication, 13(3), 531–549 doi:10.1111/j.1083-6101.2008.00409.x Troggler, M (2009) The functionality and usage of CRM systems International Journal of Humanities and Social Science, 4(3), 164–172 Tsai, W H S., & Men, L R (2013) Motivations and antecedents of consumer engagement with brand pages on social networking sites Journal of Interactive Advertising, 13(2), 76–87 doi:1 0.1080/15252019.2013.826549 Tsimonis, G., & Dimitriadis, S (2014) Brand strategies in social media Marketing Intelligence & Planning, 3(32), 328–344 doi:10.1108/MIP-04-2013-0056 Tucker, T (2011) Online Word of Mouth: Characteristics of Yelp.com Reviews The Elon Journal of Undergraduate Research in Communications, 2(1), 37–42 Turban, E., Shadra, R., & Delen, D (2011) Decision Support and Business Intelligence Systems (9th ed.) Prentice Hall Turner, A., & Mattson, K (2015) Friend Raising: How the United Way of Chester County Uses Social Media to Drive Change In H Asencio & R Sun (Eds.), Cases on Strategic Social Media Utilization in the Nonprofit Sector (pp 301–331) doi:10.4018/978-1-4666-8188-0.ch011 298 Compilation of References TweetDeck (2010) TweetDeck Retrieved 2016, from Twitter web site: https://tweetdeck.twitter.com/ Twitter (2015) Twitter Reports First Quarter 2015 Results; Lowers Full-Year 2015 Expectations Accessed 02/29/16 https://investor.twitterinc.com/releasedetail.cfm?ReleaseID=909177 Ugander, J., Backstrom, L., Marlow, C., & Kleinberg, J (2012) Structural diversity in social contagion PNAS, 109(16), 5962–5966 Vadivu, V M., & Neelamalar, M (2015) Digital brand management — A study on the factors affecting customers’ engagement in Facebook pages In Smart Technologies and Management for Computing, Communication, Controls, Energy and Materials (ICSTM),2015 International Conference doi:10.1109/ICSTM.2015.7225392 Vanden Bergh, B G., Lee, M., Quilliam, E., & Hove, T (2011) The multidimensional nature and brand impact of user-generated ad parodies in social media International Journal of Advertising, 30(1), 103–131 VandenBos, G., Knapp, S., & Doe, J (2001) The role of reference elements in the selection of resources by psychology undergraduates Retrieved October 13, 2001, from http://jbr.org/ articles.html Varghese, R., & Jayasree, M (2013) A survey on sentiment analysis and opinion mining International Journal of Research in Engineering and Technology, 2(11), 312–317 doi:10.15623/ ijret.2013.0211048 Vemuri, A (2010) Getting social: Bridging the gap between banking and social media Global Finance, 24(5), 20–21 Verhoef, P C (2003) Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development Journal of Marketing, 67(4), 30–45 doi:10.1509/jmkg.67.4.30.18685 Verhoef, P C., & Lemon, K N (2013) Successful customer value management: Key lessons and emerging trends European Management Journal, 31(1), 1–15 doi:10.1016/j.emj.2012.08.001 Vinodhini, G., & Chandrasekaran, R (2012) Sentiment Analysis and Opinion Mining: A Survey International Journal of Advanced Research in Computer Science and Software Engineering, 2(6), 282–292 Vishwakarma, A., & Waheeda, S W (2016) Changing Dynamics of Network Security involving Hacking/Cracking with Next Generation Firewalls (NGFW) In D G., M Singh, & M Jayanthi (Eds.), Network Security Attacks and Countermeasures (pp 313-328) Hershey, PA: Information Science Reference doi:10.4018/978-1-4666-8761-5.ch013 Voyer, P (1999) Word-of-Mouth Process Within A Service Purchase Decision Context (Master Thesis) University of New Brunswick 299 Compilation of References Wallace, E (2014) Who Likes You and Why? A typology of Facebook Fans Journal of Advertising Research, (March), 93–109 Walther, J B., Van Der Heide, B., Kim, S., Westerman, D., & Tong, S T (2008) The role of friends’ behavior on evaluations of individuals’ Facebook profiles: Are we known by the company we keep? Human Communication Research, 34, 28–49 doi:10.1111/j.1468-2958.2007.00312.x Wang W Y C., Pauleen D J., & Zhang, T (2016) How social media applications affect B2B communication and improve business performance in SMEs Industrial Marketing Management Wang, R., & Owyang, J (2010) Social CRM: the new rules of relationship management Altimeter Group Retrieved from: http://www.slideshare.net/jeremiah_owyang/social-crm-the-new-rulesof-relationship-management Warren, M E (1999) Democracy and trust Cambridge University Press doi:10.1017/ CBO9780511659959 Waters, R D., Burnett, E., Lamm, A., & Lucas, J (2009) Engaging stakeholders through social networking: How non-profit organisations are using Facebook Public Relations Review, 35(2), 102–106 doi:10.1016/j.pubrev.2009.01.006 Wattal, S., Schuff, D., Mandviwalla, M., & Williams, C B (2010) Web 2.0 and politics: The 2008 U.S Presidential Election and E-Politics Research Agenda Management Information Systems Quarterly, 34(4), 669–688 Wei, W., & Gulla, J (2010) Sentiment learning on product reviews via sentiment ontology tree In Proceedings of Annual Meeting of the Association for Computational Linguistics (ACL-2010) Wiebe, J., Wilson, T., & Cardie, C (2005) Annotating expressions of opinions and emotions in language Language Resources and Evaluation, 39(2), 165–210 doi:10.1007/s10579-005-7880-9 Wiig, K M (1997) Knowledge management: Where did it come from and where will it go? Expert Systems with Applications, 13(1), 1–14 doi:10.1016/S0957-4174(97)00018-3 Wikipedia (2015) Wikipedia Retrieved November 2015, from Wikipedia Website: https:// en.wikipedia.org/wiki/Languages_used_on_the_Internet Wilfley, D (1989) Interpersonal analyses of bulimia: Normal-weight and obese (Unpublished doctoral dissertation) University of Missouri, Columbia, MO Winer, R S (2001) A framework for customer relationship management California Management Review, 43(4), 89–105 doi:10.2307/41166102 Wirtz, B W., Schilke, O., & Ullrich, S (2010) Strategic development of business models: Implications of the Web 2.0 for creating value on the internet Long Range Planning, 43(2-3), 272–290 doi:10.1016/j.lrp.2010.01.005 300 Compilation of References Wongsansukcharoen, J., Trimetsoontorn, J., & Fongsuwan, W (2013) Social Customer Relationship Management and Differentiation Strategy Affecting Banking Performance Effectiveness Research Journal of Business and Management, 1-13 Woodcock, N., Green, A., & Starkey, M (2011) Social CRM as a business strategy Journal Database Marketing & Customer Strategy Management, 18(1), 50–64 doi:10.1057/dbm.2011.7 Wright, S (2009) Political blogs, representation and the public sphere Aslib Proceedings, 61(2), 155–169 doi:10.1108/00012530910946901 Xiong, L., Yue, H., & Li, J (2011) Creating competitive advantage through customer knowledge management in customer relationship management In Proceedings ofInternational Conference on E-Business and E-Government (ICEE) IEEE doi:10.1109/ICEBEG.2011.5881994 Yaghoubi, N.M., Khaksar S.M.S., Banihashemi, S.A., Jahanshahi, A.A & Nawaser, K (2011) The Impact of Knowledge Management on Customer Relationship Management European Journal of Economics, Finance, and Administrative Services, (34), 76 – 86 Yazdanifard, R., Venpin, M., Yusoff, W., & Islam, M (2011) Internet Marketing: The New Era of Innovation in E-commerce.International Conference on Software and Computer Applications IPCSIT, (vol 9, pp 192-197) Zaichowsky, J L (1986) Conceptualizing involvement Journal of Advertising, 15(2), 4–14 i:10.1080/00913367.1986.10672999 Zanjani, M S., Rouzbehani, R., & Dabbagh, H (2008) Proposing a conceptual model of customer knowledge management: a study of CKM tools in British dotcoms In Proceedings of World Academy of Science, Engineering, and Technology Retrieved May 25, 2012 from http://www waset.org/journals/waset/v38/v38-54.pdf Zhai, Z., Liu, B., Xu, H., & Jia, P (2011) Clustering product features for opinion mining.Proceedings of the fourth ACM international conference on Web search and data mining ACM doi:10.1145/1935826.1935884 Zhao, F (2006) Maximize business profits through e-partnerships Hershey, PA: IRM Press doi:10.4018/978-1-59140-788-1 Zuckerberg, M (2008) Thoughts on the evolution of Facebook Facebook Blog Retrieved from http://blog.facebook.com/blog.php?post=31033537130 301 302 About the Contributors Wafa’a A Rabayah, born in Irbid, Jordan in 1985, she obtained her master degree of Management Information System from Yarmouk University, Jordan (2014), and her bachelor degree in computer science from Jordan University of Science and Technology, Jordan (2007), Wafaa has research interest in E-government, social network and decision support systems Rawan Tayseer Khasawneh is a full time lecturer in the department of Computer Information Systems at Jordan University of Science and Technology She obtained her master degree in Management Information Systems from Yarmouk University in Jordan (2013), and her bachelor degree in Management Information Systems from Yarmouk University in Jordan (2011) Khasawneh’s research interests include: e-government, social media and sentiment analysis, E-marketing and E-CRM, knowledge management systems and group decision support systems Izzat Alsmadi obtained his Ph.D degree in software engineering from NDSU (USA) and his second master in software engineering from NDSU (USA) and his first master in CIS from University of Phoenix (USA) He had a B.Sc degree in telecommunication engineering from Mutah University in Jordan He has several published books, journals, and conference articles largely in software engineering and information retrieval fields *** Ameen Kamel Alazzam is a lecturer of Information System at Technical College in Tai’f He obtained his master’s degree in Management Information Systems from Yarmouk University\Jordan (2012), and his bachelor degree in Management Information Systems from Al- Balqa’ Applied University\Jordan (2006) Ameen has research interest in e-government topics like Trust, security issues and adoption of e-government Also, he works on research projects in E-marketing and E-CRM, and knowledge management systems About the Contributors Ahmed Alzyoud obtained his master degree in Computer Information system (CIS) from Yarmouk University in 2016 Beside social networks interests, he is interested in software testing domain, and web mining researches Olayiwola Bello obtained his Masters´ degrees in Information Science (2008) and Business Administration (2011) from the Universities of Ibadan and Obafemi Awolowo University in Nigeria respectively In 2010 he was employed as a lecturer at the University of Ilorin in the department of Information and Communication Science and is currently a doctoral researcher at Nova Unversidade de Lisboa, Lisbon Portugal with a focus on Information and Decision Systems He writes and presents widely on issues of integrating information technology into work process in business, governance and academics as well as telecommunications management He is a Transparency International award winner, beneficiary of research grants from national and international bodies and a Certified Information Professional (CIP) María del Carmen Caba-Pérez is a Professor in public management sector and general manager at the University of Almería (Spain) Her research concerns online transparency and communication of public administrations Dr Caba’s strong research and teaching activity have led to her being accredited as a Full Professor by Agencia Nacional de Evaluación de la Calidad y Acreditación (ANECA), Spain’s National Agency for Quality Assessment and Accreditation She is author of several articles published in Journal Citation Reports (JCR) publications including The American Review of Public Administration, International Review of Administrative Science, Online Information Review, Government Information Quarterly, Voluntas, Latin American Research Review, Public Administration and Development, Public Relations Review, Information Development and so on Also, she has written more than 15 book chapters (Kluwer Academic Publishers; IGI Global, Springer, Cappelen Akademisk Forlag) Abdelmadjid Ezzine received his Phd with honor from Sidi Bel Abbes University Dr Ezzine is an assistant professor in Applied Mathematics at the Faculty of Economics, Sidi Bel Abbes University His research focuses on Structural equation models with latent variables and applying of statics and data analysis methods in Marketing Nasir Faruk is a lecturer in the Department of Telecommunication Science, University of Ilorin, Nigeria since 2010 He received the PhD in Electrical and Electronics Engineering at University of Ilorin, Nigeria in 2015, Masters of Science in Mobile & High Speed Telecommunication Networks with distinction from Oxford Brookes University, Oxford, UK in 2010 and Bachelor of Science in Physics 303 About the Contributors with first class honors from Kano University of Science and Technology (KUST) Wudil, Kano State, Nigeria in 2007 From 2015-2016, he was a postdoctoral researcher at the department of Communication and Networking, school of Electrical Engineering, Aalto University, Finland He has received numerous research grants and fellowships with authorship of over 50 scientific publications His research interests lie in the areas of telecommunication management and modeling, as well as in the use of information systems to drive qualitative management processes He is a member of IEEE and IET Modupe Folarin received her MSc degree in Business Systems Analysis and Design from City University London with distinction in 2013 Before then she has been building a career in Business Analysis and IT and realized the intrinsic nature and impact social media has on organizations where she worked as a Business Analyst She presently consults for businesses in areas of Project Management (IT and Business) as a Business Analyst Vehbi Gorgulu, M.A., is a doctoral Candidate in Media and Communication Studies at the Faculty of Communication, Galatasaray University and a research assistant at the Faculty of Communication, Istanbul Bilgi University His most recent research is published by Information, Communication & Society and Third Text Arturo Haro-de-Rosario has a PhD in accounting and finance, assistant professor at the department of Economics and Business, University of Almería (Spain) His research interests are focused on the financial information disclosures on the Web (e-government) and on the management system and communication in the federal and local governments He is author of numerous articles in national and international journals, including Small Business Economics, Social Science Computer Review, Transforming Government: People, Process and Policy, Local Government Studies and so on Also, he has written some book chapters (IGI Global and Springer) Mekki Marwa Imane received her Master in Marketing with honor from University of Sidi Bel Abbes Miss Mekki interest is studying brands in social media and applying statistical analysis techniques in marketing Mambo Governor Mupepi received his PH.D in Organization Development, Business Administration, from Benedictine University (2004), he has MBA in Strategy Management, Business Administration, from Davenport University, and MA in Strategy Management, Business Administration, also from Davenport University Now he is in the position of “Visitor Professor, Non-Tenure Track, Seidman College of Business, Grand Valley State University, Michigan” His research interest 304 About the Contributors falled in the following fields: Organization Development and Change Management, Performance Management, Diversity and Productivity Management, and International Management Meriem Nouala received her Phd with honor from Sidi Bel Abbes University in 2015 Dr Nouala is an assistant professor in marketing at Sidi Bel Abbes University, Algeria She heads the Marketing Innovation Research group, which focuses on the application of mathematical modeling and statistical analysis for marketing innovation Here research interests include innovation in marketing, service marketing, e-marketing, and applied mathematics for marketing analysis Alejandro Sáez-Martín is a researcher in government administration in the department of Economics and Business at the University of Almería (Spain), FPU/2013 grant from the Spanish Ministry of Science and Innovation (MCINN) He is the author of numerous articles in national and international journals, including Social Science Computer Review, Transforming Government: People, Process and Policy, Local Government Studies, Information Development and so on Also, he has written some book chapters (IGI Global and Springer) Laura Saraite is a researcher in government administration in the department of Economics and Business at the University of Almería (Spain), FPU/2016 grant from the Spanish Ministry of Science and Innovation (MCINN) Kristen Smirnov received her PhD in Marketing from the University of Alberta She focuses on Consumer Behavior research in the area of technology and social media Patience Taruwinga teaches several classes in the Business Division at Saint Joseph’s College Professor Taruwinga finds it rewarding when students acquire new skills, expand their knowledge, and learn something relevant and applicable to the real-world beyond academia In the past he taught at IU South Bend’s Judd Leighton School of Business and Economics Patience Taruwinga has experience in international trade and supply chain management He is the owner and founder of Geek Investments LLC., and RPJ Truck and Equipment Sales LLC both export companies with sales in more than seven countries He has research interests in the succession of family owned businesses Kaan Varnali, Ph.D., is an Associate Professor of Marketing and the Vice Dean at the Faculty of Communication, Istanbul Bilgi University, where he teaches courses on consumer psychology, brand management, and digital product development He 305 About the Contributors is also the founding director of the master’s program in marketing communications (MA) in Istanbul Bilgi University, known as the brand school His current research focuses on complaint management, brand communication in social media, and configural analysis His prior research has appeared on several highly regarded scholarly journals including Journal of Business Research, International Journal of Information Management, Information, Communication & Society, Journal of Marketing Communications, Society, and Electronic Commerce Research and Applications He also authored books: “Mobile Marketing: Fundamentals and Strategy”, published by McGraw-Hill, New York, and two others written in Turkish both published by MediaCat, Istanbul 306 307 Index A analytics 6-7, 32-33, 42-43, 57, 62, 82, 120, 211-213, 231, 257 B blogging 53, 60, 62, 67, 78, 82-83, 232, 244 brand impression 124, 127-128, 131-133, 140 branding 8, 60, 62, 68, 71, 84, 86, 89, 9195, 102, 104 brand pages 125-126, 149-150 brand recall 124, 126-133, 136, 138-142, 148 brand-related knowledge 125-126 buzz 84, 241 C cases 73, 115, 117, 128, 136, 162, 176, 195, 201, 203, 243, 245-246, 248, 250, 252, 261 case study 55, 108, 113, 189, 209, 222, 229, 243 choice overload 59, 61, 70, 75, 78, 81-82 co-creation 6, 15, 17-18, 26, 28, 33, 38 commitment 53-54, 66, 76, 120, 132, 161162, 164-166, 239, 248-249, 261 connection 1, 7, 12, 14-15, 53, 71, 79, 88, 116, 141, 145, 173-174, 176-178, 180-182, 184-185, 187-188, 199, 207 contagion 69, 71, 81, 173-174, 176-177, 181-182, 184-186, 188-189 customer engagement 13, 15, 26, 28, 30, 36-37, 41, 45-46, 49, 53-55, 57, 60, 154, 156-158, 160-162, 165-166, 171, 262 customer engagement life cycle 53 Customer Knowledge Management 11, 13, 18, 41-44, 55-58 customer relationship management 11-15, 18, 22, 28, 34, 39-46, 48-50, 54-58, 104, 108-109, 121-123, 155-156, 247, 262-263 customer retention 32, 207, 209, 216, 239240, 246-250, 259, 261-263 customer retentions 240, 248, 259 customers’ needs 3, 8, 49, 121, 207, 239, 249 Customization 59 D discussion boards 174 E Electronic marketing 1-4, E-mail Marketing 1, engagement 1-2, 5, 8, 11-13, 15, 26, 28, 30, 32, 36-38, 41, 43, 45-46, 49, 5355, 57, 59-60, 66, 68, 70-79, 82-83, 87, 112, 121, 125-126, 128, 138, 141, 144, 146-148, 150-151, 154-169, 171, 184, 187-188, 226, 252-253, 255-256, 258, 261-262 e-reputation 84, 94, 103 Index F K Facebook 2, 4-5, 7, 14, 48-49, 52, 55, 59, 61-66, 68, 74, 77-78, 82-83, 88, 97, 105, 112, 116-118, 120, 125-126, 128-135, 137, 139-151, 154-157, 159162, 164-167, 171-172, 175-178, 181, 187-190, 208-209, 212, 214, 218, 220-221, 224-225, 227, 230-236, 238, 240-244, 246, 250, 252-258, 260 factorial analysis 84, 86, 95-96, 101, 105 financial institutions 35, 154, 156-157 knowledge management 11-13, 16, 18, 2122, 28, 33-35, 37, 39, 41-44, 55-58, 220-223 G Gender 174, 178, 180, 187, 190 GIF 59, 65-66, 74-75 Google+ 7, 118, 120, 224-225, 227, 230, 234-238, 253, 258 graphics 6, 59, 62, 74 gregariousness 224-225 I ICT 45, 224, 233, 237, 244 Instagram 59, 61-63, 65-66, 68-69, 71-74, 77-78, 81, 246, 250, 253, 255-258 integration 11-14, 28, 34-36, 39-40, 42, 46, 49, 54-55, 106, 158, 162, 169-170, 186, 212, 226, 230-231, 244 interactivity 5, 43, 124, 147, 159 interface 2, 110, 128, 224, 228, 243, 257258 Internet 1-4, 8-10, 52, 76, 84-89, 93-94, 97, 101-103, 106-107, 110, 125, 146, 157, 167, 169-172, 174-175, 178-179, 188, 193-194, 198, 213, 220, 223, 227, 231, 241, 244, 250, 262 Internet Marketing 3, 9-10 J Jordan 1, 45, 108-109, 113, 115-116, 122, 173, 193, 207, 224, 246 308 M mass media 224, 230 medical 108-109, 113-118, 121-122, 262 microblogging 48, 60, 81-82, 89 millennials 66 Mobile Marketing N natural language processing 196, 199, 205, 207-208, 213 new media 12, 84, 104, 148, 168-170, 187188, 222 News Feed 131, 134, 136-137, 139, 142, 182, 184 Nordstrom 59, 64, 74-79, 81-82 notes 52, 67-68, 75, 83, 114, 136, 141, 216 O opinion mining 193-208 opinion-rich resources 193 P photoset 77-78, 83 Pinterest 59-60, 63-64, 68, 74, 80, 82-83, 246, 253, 255, 257 popularity 63, 71, 124, 127-128, 133, 135, 137-141, 155, 159, 161-162, 164-165 R Really Simple Syndication (RSS) 174 reblog 67-68, 72-73, 75, 78, 83 S sentiment analysis 193, 196, 198, 204-215, 218-223 sentiment extraction 193 Index sharing 4-5, 7, 12-14, 16, 18, 21, 48, 5354, 68-69, 71-72, 78-79, 83, 86-87, 109-110, 120, 124, 128, 135, 138, 140-143, 146, 155, 157, 171, 173-175, 185, 208, 213, 220, 227, 236, 238, 245, 250, 252, 255-256 Skype 115, 120, 225, 230, 235-236 social CRM tools 50, 119 Social Customer Relationship Management (Social CRM) 11, 13, 15-16, 19, 21, 39-43, 45-46, 49-58, 108, 117-120, 122, 262 social media 1, 4-15, 18, 21-23, 26, 28, 31-37, 39-46, 48-61, 63, 66, 69-71, 73-74, 76-78, 80-83, 85, 87, 89, 104105, 107-108, 110, 112, 114, 117-120, 122, 124-126, 130, 140-142, 147-151, 154-160, 162, 165-171, 174, 176, 178, 181-182, 186-188, 193, 197, 199, 205, 207-209, 211-213, 217, 221-227, 229246, 248, 252, 254, 257, 259, 261-262 Social media evolution 46, 54 social media marketing 1, 4, 6-10, 59, 63, 77, 126, 168, 208, 242 social network 1-2, 8, 43, 45-46, 48, 53, 57, 59, 62-63, 69, 88-89, 96-97, 100102, 104-105, 117, 119, 125, 127, 143-144, 167, 169, 173, 179, 182, 184-185, 187-189, 200, 204, 207-209, 214, 218, 222, 225, 232, 238, 250, 252-254, 256-257, 260-261 social networking 1-2, 4-5, 8-9, 48, 53, 84, 88, 91, 104, 110, 122, 124, 126, 144, 150, 167, 170-172, 174-175, 178-179, 187, 196, 224, 228, 230 social networking sites 1-2, 4, 8, 91, 124, 144, 150, 171, 187 Social network marketing 1-2, 184, 188, 222 social networks 1-3, 6-9, 45-46, 49, 52, 54-55, 62, 64, 71, 73, 84-86, 88-89, 91, 95-102, 104-105, 111, 113-115, 117, 119-120, 123, 125, 127, 134, 139, 143, 145, 150, 167-168, 173182, 184-188, 193-195, 201, 203-204, 208-209, 214, 217, 225, 231, 248-250, 257, 259, 261 sponsored stories 125, 128, 137, 142 strategies 3, 15, 33, 41, 46, 53, 56-57, 6364, 73, 75, 77, 85, 88, 104, 106-107, 110-112, 154, 156-158, 165-167, 171, 175, 178, 181, 184, 187-188, 197, 216-217, 222, 239-240, 247-250, 253255, 257, 261-262 strategy 3, 5-6, 8, 11-12, 14-16, 23, 25, 28, 33, 36-37, 41-43, 45-50, 54-55, 58, 60, 63-64, 66, 70, 72, 74, 79, 84, 90, 104, 106, 109, 112, 114, 117, 119, 121, 158, 161, 166, 171, 184, 224-225, 232, 239-241, 243, 246-247, 249-250, 254-255, 257-263 survey 42, 95, 112, 173, 175, 190, 205206, 209, 214, 222, 225, 236 T tags 78, 83 Taylor Swift 59, 64, 70-73, 75-77, 79, 228 tips 6, 246, 248, 256, 259 tourism 108-110, 113-117, 122-123, 188, 241, 262 traditional marketing 1, 3, 8-9, 63, 65, 76, 184 Twitter 2, 4-5, 14, 48-49, 52, 59-63, 66-71, 73-74, 77-78, 82-83, 88-89, 116, 118, 120, 147-148, 155, 157, 168, 170-171, 176, 186, 189, 209, 212, 214, 221, 223, 225, 227-229, 231-233, 235, 237-238, 240-246, 253-258, 260-261, 263 U user-generated content 48, 73, 82, 193, 231 V Value Creation 26, 28, 33, 37-38, 40, 244 video sharing 48, 174, 250 virality 154, 159, 161-162, 165 virtual word of mouth 174, 176, 179-182, 184-185 309 Index W Y web marketing 1, WordPress 60, 62, 83 You Tube 225, 236, 238 310 .. .Strategic Uses of Social Media for Improved Customer Retention Wafaa Al-Rabayah Independent Researcher, Jordan Rawan Khasawneh Jordan University of Science and Technology,... 11: (Sentiment Analysis of Social Media as Tool to Improve Customer Retention) With focus on customer retention, the paper focused on challenges of final extractions of customer opinions on the... Perceptions of Social Media: A Comparative Study of Perceived Characteristics and User Profiles by Social Media Online Journal of Communication and Media Technologies, 3(4), 149–178 Chary R (2014) Social