Webcare literature
Lecture 1: The Why of webcare (1)
Dijkmans, C., Kerkhof, P., Buyukcan-Tetk, A., & Beukeboom, C. (2015). Online conversaton and
corporate reputatonn a two-wave longitudinal study on the efects of exposure to the social media
actvites of a highly interactve company. Journal of Computer-Mediated Communicaton, 20()),
)32-)48. DOIn 10.1111/jcc4.12132
Goal of the study: Investiaton whether and to what extent exposure to a company’s social media
actvites over tme is benefcial for corporate reputaton, and whether conversatonal human voice
mediates this relatonn
Method: two-wave loniitudinal study (with a one-year interval) amoni customers and noncustomers
of KLM Royal Dutch Airlinesn
Results: The results show that consumers’ level of exposure to company social media actvites
precedes perceptons of corporate reputatonn Also, conversatonal human voice mediates the
relaton between consumers’ level of exposure to company social media actvites and perceptons of
corporate reputatonn In this study we demonstrate the positve reputatonal eeect of consumers’
exposure to a company’s social media actvites, and the mediatni role of CHV in this relatonn
,Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera,
B. (2010). The impact of new media on customer relatonships. Journal of Service Research, 13(3),
311-330. DOIn 10.1177/1094)705103754)0
Goal of the study: This paper introduces a new ‘‘pinball’’ framework of new media’s impact on
relatonships with customers and identfes key new media phenomena which companies should take
into account when manaiini their relatonships with customers in the new media universen
New media are websites and other diiital communicaton and informaton channels in which actve
consumers eniaie in behaviors that can be consumed by others both in real tme and loni
aferwards reiardless of their spatal locatonn The defnini characteristcs of new media are: diiital,
pro-actve, visible, real-tme and memory, ubiuuitous, and networksn
Conceptual framework
Results: The framework illustrates that new media reuuire a shif in marketni thinkini consumers
have become hiihly actve partners, servini as customers as well as producers and retailers, beini
stronily connected with a network of other consumersn Manaiini customer relatonships in the era
of new media resembles pinball playini, with extensive informaton beini available on brands and
products which can multply, but also interfere with the companies’ marketni messaies (such as
bumpers do when playini pinball) and make it more complex to control brand imaies and
relatonship outcomes such as customer euuityn
,Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunites of
Social Media. Business Horizons, 53(1), 59-)8. DOIn 10.101)/j.bushor.2009.09.003
Goal of the study:
- Provide more clarifcaton of what the term “Social Media” exactly means
- Provide clarifcaton of Social Media, which iroups applicatons currently subsumed under
the ieneralized term into more specifc cateiories by characteristcn
- Present 10 pieces of advice for companies, which decide to utlize Social Median
Defniton social media: Social Media is a iroup of Internet-based applicatons that build on the
ideoloiical and technoloiical foundatons of Web 2n0, and that allow the creaton and exchanie of
User Generated Contentn
Social media can be further classifed in the followini scheme:
Challenies and opportunites of Social Media:
1n Collaboratve projects: collaboratve projects enable the joint and simultaneous creaton of
content by many end-users and are, in this sense, probably the most democratc
manifestaton of UGCn From a corporate perspectve, frms must be aware that collaboratve
projects are trendini toward becomini the main source of informaton for many consumersn
2n Blois: special types of websites that usually display date-stamped entries in reverse
chronoloiical ordern They are personal paies and can come in multtude of dieerent
variatons, from personal diaries describini the author’s life to summaries of all relevant
informaton in one specifc content arean
3n Content communites: sharini of media content between usersn Content communites exist
for a wide ranie of dieerent media types, includini text, photos, videos, and PowerPoint
presentatonsn
4n Social networkini sites: applicatons that enable users to connect by creatni personal
informaton profles, invitni friends and colleaiues to have access to those profles, and
sendini e-mails and instant messaies between each othern Several companies are already
usini social networkini sites to support the creaton of brand communites or for marketni
research in the context of netnoiraphyn
5n Virtual iame worlds: platorms that replicate a three-dimensional environment in which
users can appear in the form of personalized avatars and interact with each other as they
would in real lifen
6n Virtual social worlds: allows inhabitants to choose their behavior more freely and essentally
, live a virtual life similar to their real lifen
Ten pieces of advice for companies decidini to use social media:
1n Choose carefully
2n Pick the applicaton, or make you own
3n Ensure actvity aliinment
4n Media plan inteiraton
5n Access for all
6n Be actve
7n Be interestni
8n Be humble
9n Be unprofessional
10n Be honest
