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Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry (2023)

Rauf, M., & Karjaluoto, H. (2023). Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 138-157). Routledge. https://doi.org/10.4324/9781003177791-13

JYU-tekijät tai -toimittajat

Rauf, Muniba
Karjaluoto, Heikki

Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajat: Rauf, Muniba; Karjaluoto, Heikki

Emojulkaisu: Social Media for Progressive Public Relations

Emojulkaisun toimittajat: Niininen, Outi

ISBN: 978-1-032-01233-9

eISBN: 978-1-003-17779-1

Julkaisuvuosi: 2023

Ilmestymispäivä: 23.09.2022

Artikkelin sivunumerot: 138-157

Kirjan kokonaissivumäärä: 270

Kustantaja: Routledge

Kustannuspaikka: London

Julkaisumaa: Britannia

Julkaisun kieli: englanti

DOI: https://doi.org/10.4324/9781003177791-13

Julkaisun avoin saatavuus: Ei avoin

Julkaisukanavan avoin saatavuus: 

Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/86014

Tiivistelmä

Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, there is still a gap in our understanding of how social media, rewarded engagement and loyalty programmes (LPs) work together. Against this backdrop, this chapter aims to increase our understanding of the role of rewarded social media engagement in LPs and customer loyalty amongst members versus non-members. To explore the relationship and to differentiate between members and non-members, this study explores rewarded social media engagement, trust, perceived switching cost (PSC) and loyalty. This chapter discusses whether rewarded social media engagement, trust and PSC and overall loyalty are higher in the LPs members versus non-members. The study uses online surveys of members and non-members to examine their behaviour towards social media engagement and loyalty to LPs while adding to the body of knowledge on LPs, social media communication and rewarded engagement. The main findings highlight that rewarded customer engagement (CE) in the social media context, trust, PSC and loyalty towards the programme and the company are higher in the programme members than non-members in the sports industry.

YSO-asiasanat: yritykset; markkinointiviestintä; asiakasuskollisuus; kanta-asiakkaat; asiakkaat; urheiluliikkeet; sosiaalinen media; sitouttaminen; sitoutuminen (toiminta); luottamus

Liittyvät organisaatiot

OKM-raportointi: Kyllä

VIRTA-lähetysvuosi: 2023

JUFO-taso: 3