Customer Knowledge Management via Social Media
A Case Study of an Indian Retailer
Bibliographic Data
| ID | 12318745 |
|---|---|
| Authors | Arunima Kambikanon Valacherry (Mangalore University, corresponding author), Pakkeerappagari Pakkeerappa (Mangalore University) |
| Year | 2017 |
| Volume | 24 |
| Issue | 1 |
| Pages | 39-55 |
| Publication date | 2017-11-29 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Human Values (JOURNAL) |
| Journal identifiers | ISSN: 0971-6858 • E-ISSN: 0973-0737 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/0971685817733571 |
| OpenAlex | W2770428978 |
| Language | EN |
| Citations received | 3 |
| References cited | 37 |
The socialization process in knowledge management (KM) has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management (CKM) in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps (CKG) in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management (CRM) and personal interactions. The information that customers share via social media is substantial and important for organizations like retailers, and it is high time to appropriately value this customer knowledge as it can be effectively used for enhancing future marketing strategies
Business · Customer advocacy · Customer engagement · Customer intelligence · Customer knowledge · Customer Relationship Management · Customer retention · Customer to customer · Knowledge management · Netnography · Service (business · Service quality · Social media · Socialization · Sociology · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Knowledge Management and Sharing · Marketing
How does innovative customer knowledge influence electronic word-of-mouth recommendation behavior through egoistic and altruistic approaches? Testing a moderated mediation model
How emotions from content social relevance mediate social media engagement
Influence of Customer Knowledge Management on Mobile Fitness Application Customer Value Cocreation Through Flow Experience and Customer Involvement
| Citations per year | 1 |
|---|---|
| Citation span | 2023 - 2024 (2) |
| Highly cited | No |