Getting customers engaged is one of the most significant challenges for firm-sponsored virtual communities. This article describes the efforts that managers can undertake to foster and sustain customer engagement through a firm-sponsored virtual community. A sponsor must understand consumer needs and motivations, promote member participation, and motivate members to cooperate by making them feel embedded and empowered. In assessing and communicating the benefits of engagement, managers should consider three interlocking sources of engagement value, namely, participatory value, relational value, and financial value.

【書誌情報】

ページ数：31ページ

サイズ：A4

商品番号：HBSP-CMR489

発行日：2011/8/10

登録日：2011/9/14