Pengaruh customer engagement dalam media sosial terhadap kepercayaan merek (studi pada facebook Sunsilk Indonesia)

by : Catherina Intan Nugraheni

Publikasi pada : Perpustakaan Online Universitas Indonesia - 2012

Untuk mempertahankan loyalitas konsumen, diperlukan upaya untuk mengelola keterikatan konsumen terhadap perusahaan, atau dikenal juga dengan  Customer Engagement.

. Menurut Patterson (2006),  customer engagement  dipahami sebagai “the level of customer’s physical, cognitive, and emotional presence in their relationship with a service organization”

Maksudnya seorang  konsumen memiliki rasa terhubung secara fisik, kognitif, dan emosional dalam hubungannya dengan perusahaan (Willem, 2011:2).

Customer engagement dapat diciptakan lewat kegiatan perusahaan  bernama Customer Relationship Management  (CRM), suatu pendekatan  komprehensif yang bertujuan menciptakan, mempertahankan, dan memperluas  hubungan dengan konsumen (Anderson dan Kerr, 2002:2). Untuk menentukan . . . .  ... .  . .(baca selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si  (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

e-mail :kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id

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·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/

·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/

·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/

·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/

·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/

·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/

·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/

·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/

·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/

·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/

·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/

·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/

·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/

·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/

·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/

·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/

·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/

·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/

·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/

·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/

·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/

·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/

·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/

·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/

·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/

·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/

·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/

·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/

Customer Engagement: A new paradigm?

by : Marie Myles

Introduction
Whilst the core principles of marketing have not fundamentally changed over time,
numerous models, theories and acronyms have entered our marketing lives. And as we
have discussed in several other papers, the marketing world in which we work keeps
getting more complex. The most notable change is the shift in consumer influence and
power; you only need to look at the growth in peer reviews, Facebook, Twitter and
concepts like Groupon to see this power shift.
But not only that, brands who did not traditionally use direct marketing techniques
(as they had little or no customer data) are now keen to learn how to harness the power of
data in the digital space and how they too can start to build direct customer relationships.
So what has this led to?
With more potential contact points with customers, more media channels for us to play
with and greater opportunities to start and build two way communications, more brands
are seeking to engage with their customers. But who should you engage with and how?
One of the trends that we see is the move away from Customer Relationship Marketing
(CRM), coined in the late 1990’s as the ‘in thing’, to Customer Engagement. Is this the
same concept repackaged or is there a fundamental difference in these concepts?

This paper will look to discuss these ideas. . . . . . .. .  . .(baca selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si  (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

e-mail :kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id

HP. 08122353284 
Pin BB : 27CBC148

Facebook : Kanaidi Ken Part II

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Butuh Artikel/Jurnal Lainnya ?, click di :

Kami memiliki beberapa Artikel/Jurnal tentang :

·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/

·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/

·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/

·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/

·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/

·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/

·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/

·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/

·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/

·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/

·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/

·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/

·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/

·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/

·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/

·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/

·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/

·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/

·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/

·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/

·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/

·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/

·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/

·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/

·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/

·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/

·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/

·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/

Managing brands and customer engagement in online brand communities

by : Jochen Wirtz

Publikasi pada : Emerald-Journal of Service Management, Vol. 24 No. 3, 2013 pp. 223-244

Abstract
Purpose – Given the dramatic technology-led changes that continue to take place in the marketplace,
researchers and practitioners alike are keen to understand the emergence and implications of online
brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and
company perspectives.
Design/methodology/approach – The study provides a synthesis of the extant OBC literature to
further our understanding of OBCs, and also puts forth future priorities for OBC research.
Findings – A conceptual framework is provided that extends our understanding of OBCs and
consumer engagement. Four key OBC dimensions (brand orientation, internet-use, funding and
governance) are identified and three antecedents (brand-related, social and functional) are proposed of consumer-OBC engagement.
Originality/value – This study is the first to explore key dimensions of OBCs, and the differing but
related perspectives of the consumers and organizations involved.

Keywords : Internet, Communities, Brands, Social networks, Online brand community,
Consumer behaviour, Brand management, Customer engagement, Brand engagement, Brand equity,
Community governance, Community funding

Introduction
The dramatic change that has taken place in our societies and in our economies since
the nineteenth century is reflected clearly in the development of our communities.
Where previously unheard of, consumption communities came into existence with the
introduction of mass media and modern marketing. As a result, people have increasingly
based their societal identity on their consumptive role, related their identity to the
brands they consume, and developed fairly defined consumer identities. While the first
brand communities (BCs) emerged as an outcome of high levels of customer-brand
engagement, the last decade has seen a proliferation of online BCs (many of which now
operate on a global scale) as the result of the massive adoption of advances in internet,

social media and mobile technologies. These developments have . . . . .. .  . .(baca selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si  (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

e-mail :kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id

HP. 08122353284 
Pin BB : 27CBC148

Facebook : Kanaidi Ken Part II

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Butuh Artikel/Jurnal Lainnya ?, click di :

Kami memiliki beberapa Artikel/Jurnal tentang :

·         Jurnal “BALANCED SCORECARD”....click di http://ken-keuangan.blogspot.com/

·         Jurnal “MANAJEMEN SDM” .....click di http://ken-msdm.blogspot.com/

·         Jurnal “CUSTOMER TRUST”.....click di  http://www.ken-trust.blogspot.com/

·         Jurnal “Good Corporate Governance (GCG)” … click di http://ken-gcg.blogspot.com/

·         Jurnal “ICT” … click di http://ken-ict.blogspot.com/

·         Jurnal “Corporate Image” … click di http://ken-image1.blogspot.com/

·         Jurnal “Customer Value” … click di http://www.ken-value.blogspot.com/

·         Jurnal “Customer Loyalty” … click di http://ken-loyalty.blogspot.com/

·         Jurnal “Brand & Merek” … click di http://ken-merek.blogspot.com/

·         Jurnal “Service Quality” … click di http://ken-servqual1.blogspot.com/

·         Jurnal “MARKETING & BUSINESS” … click di http://ken-promark.blogspot.com/

·         Jurnal “Customer Satisfaction” … click di http://ken-kepuasan.blogspot.com/

·         Jurnal “Personal Selling” … click di http://ken-selling.blogspot.com/

·         Jurnal “Corporate Culture” … click di http://ken-culture.blogspot.com/

·         Jurnal “Customer Relationship Management (CRM)” … click di http://ken-crm.blogspot.com/

·         Jurnal “DELPHI METHOD” … click di http://ken-delphi.blogspot.com/

·         Jurnal “Kewirausahaan (Entrepreneurship)” … click di http://ken-entrepreneurship.blogspot.com/

·         Business Plan dan Marketing Plan… click di http://ken-businessplan.blogspot.com/

·         Artikel “Competitive Strategy” … click di http://ken-persaingan.blogspot.com/

·         Jurnal “Customer Behavior (Perilaku Konsumen)”… click di http://ken-behavior.blogspot.com/

·         Jurnal “LKMS (Lembaga Keuangan Mikro Syariah)”… click di http://lkmsnetkas.blogspot.com/

·         Artikel “Dunia PERIKLANAN” … click di http://ken-iklan.blogspot.com/

·         Artikel “QFD (Quality Function Deployment)” … click di http://ken-qfd.blogspot.com/

·         Artikel “STP (Segmenting, Targeting, & Positioning)”  … click di http://ken-stp.blogspot.com/

·         Jurnal “EXPERIENTIAL MARKETING”  … click di http://ken-experiental.blogspot.com/

·         Jurnal “CSR”  … click di http://ken-csr1.blogspot.com/

·         Jurnal “MEREK (Brand)”  … click di http://ken-merek.blogspot.com/

·         Jurnal “PERIKLANAN (Advertising)”  … click di http://ken-iklan.blogspot.com atau di http://ken-iklan1.blogspot.com/ atau di http://ken-iklan2.blogspot.com/ atau di http://ken-iklani.blogspot.com/