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Matthijs Meire, UGent Print
Friday, 02 February 2018, 10:00 - 11:15

 Recruitment Seminar - Marketing Management

Matthijs Meire, UGent

Assessing Customer Lifetime Value Using Customer Experience Measured on Social Media (joint with Kelly Hewett, Michel Ballings, V. Kumar and Dirk Van den Poel)

Abstract: This study captures the sentiment of customers’ brand experience-related social media posts (UGC) as well as personal and network characteristics; then merged these data with their purchasing behaviors. By gathering UGC surrounding multiple identifiable offline brand interactions, we are able to demonstrate the impact of these interactions and marketer generated content on UGC valence. We further find that the valence of this UGC is more important in modeling CLV than customer participation measured by brand page liking. Finally, we show that these results hold when controlling for the different (online) interests. This study is the first to link UGC in response to offline brand experiences, with offline customer behavior metrics such as CLV

 

 

Location: R42.2.107
Contact: Nancy De Munck - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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