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dc.contributor.authorGarg, P.
dc.contributor.authorGupta, B.
dc.contributor.authorDzever, S.
dc.contributor.authorSivarajah, Uthayasankar
dc.contributor.authorKumar, V.
dc.date.accessioned2020-01-06T19:08:37Z
dc.date.accessioned2020-01-21T11:33:24Z
dc.date.available2020-01-06T19:08:37Z
dc.date.available2020-01-21T11:33:24Z
dc.date.issued2020-06
dc.identifier.citationGarg P, Gupta B, Dzever S et al (2020) Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International Journal of Information Management. 52: 102069.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17590
dc.descriptionYesen_US
dc.description.abstractSocial media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a large-scale survey was conducted among senior and mid-level managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closed-ended questionnaire was administered to managers and management consultants country-wide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing Executive/Digital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.ijinfomgt.2020.102069
dc.rights© 2020 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.en_US
dc.rights© 2020 Published by Elsevier Ltd. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
dc.subjectSocial media analyticsen_US
dc.subjectCustomer engagementen_US
dc.subjectBusiness performanceen_US
dc.subjectIndian retail and IT industriesen_US
dc.titleExamining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagementen_US
dc.status.refereedYesen_US
dc.date.Accepted2020-01-06
dc.date.application2020-01-31
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.date.updated2020-01-06T19:08:49Z
refterms.dateFOA2020-01-21T11:34:09Z


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