Purpose Nowadays, the recent advances in information and communications technology and the advent of Web 2.0 technology have resulted in the increasing popularity of social media and provided enterprises and companies with new horizons in establishing an effective significant relationship with clients. Despite the recognized importance of social media in knowledge management (KM) and customer relationships, there is not any research to identify social media capabilities related to customer knowledge management (CKM). Therefore, the purpose of this study is to recognize the social media capabilities related to CKM effectively. Design/methodology/approach To obtain research objectives, literature review, focus group method and expert interview were applied to identify and categorize social media capabilities. Analytical hierarchy process (AHP) also used to prioritize capabilities important. Findings The results indicate social media capabilities such as conversation capability, sharing capability, groups/community capability, relationship capability, speed and ease of access for the public are the main capabilities related to exploit customer knowledge and manage it successfully. Research limitations/implications The results highlight the different social media capabilities for CKM approach which will enhance customer insight and personalized services. Because of the newness of CKM and social media implementation in Iranian firms, empirical study was not conducted for a better understanding of their business value. Originality/value The main innovation of this study is identifying the social media capabilities related to CKM and prioritizing them which allow managers to select the most appropriate social media tools based on these results.
PurposeAdvergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an exciting and persuasive environment for customers rather than non-gamified advertisements. Despite the growing spending on advergames projects, the understanding of customer attitude regarding advergames has received less attention and there are not enough studies about advergames. Therefore, the purpose of the current study is to design a novel TAM-based model of determinants of customer attitudes toward advergames to enhance customer engagement and purchase intention.Design/methodology/approachTo obtain this end, the mixed method was applied. In the first step, the main determinants of customer attitude towards advergames were identified by a literature review as well as semi-structured interviews. In the second step, the proposed technology acceptance model (TAM)-based model was validated by survey method through players of advergames. A total of 15 interviews were conducted in the qualitative phase and 102 completed questionnaires were analyzed in the survey method.FindingsThe results of the qualitative approach indicate that the main determinants of attitude towards advertisements can be classified into three categories, which are added to TAM as external variables. The results of the survey approach reveal that advertising content and game-related factors have a significant positive effect on perceived ease of use (PEOU). The advertising content and player-related factors also significantly affect perceived usefulness (PU). PU and PEOU also positively and significantly affect customer attitude. The findings show that the new TAM-based model can be considered as a robust model for explaining customer attitude toward advergame acceptance.Research limitations/implicationsThe research findings can assist digital marketers to have a big picture of customer attitudes regarding advergames and implement these innovative digital-enabled advertising strategies successfully. The findings further suggest considering marketing/advertising aspects and game-related aspects as well as individual factors to design advergames.Originality/valueAdvergames have become one of the priorities for digital marketers to enhance brand awareness and customer engagement, yet there is no study identifying determinants of attitude by considering multi-aspects of advergames. The most important theoretical contribution of the current study is to design a new extended TAM-based model which integrates behavioral variables (PEOU and PU) with factors related to the advergames context.
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