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How to Manage Customer Relationships in the Age of Digitalization

An Overview of the Influence Factors on Consumers’ Participation in Firm-Hosted Virtual P3 Communities


Seminar Paper, 2016

24 Pages, Grade: 1,3


Excerpt


Table of Contents

Table of Contents

List of Figures

List of Abbreviations

1 Introduction

2 Definitions & Classification of Virtual Communities

3 Influences on Participation in Firm-Hosted Virtual P3 Communities
3.1 Influence of Individual Motivations on Participation
3.1.1 An Introduction to Uses & Gratifications Theory
3.1.2 Anticipated Functional Benefits
3.1.3 Anticipated Social Benefits
3.1.4 Anticipated Hedonic Benefits
3.2 Influence of Social Capital on Participation
3.2.1 An Introduction to Social Capital Theory
3.2.2 Structural Social Capital
3.2.3 Cognitive Social Capital
3.2.4 Relational Social Capital
3.3 Framework and Managerial Implications

4 Conclusion

References

Excerpt out of 24 pages

Details

Title
How to Manage Customer Relationships in the Age of Digitalization
Subtitle
An Overview of the Influence Factors on Consumers’ Participation in Firm-Hosted Virtual P3 Communities
College
University of Münster
Grade
1,3
Author
Year
2016
Pages
24
Catalog Number
V378480
ISBN (eBook)
9783668566484
ISBN (Book)
9783668566491
File size
716 KB
Language
English
Keywords
manage, customer, relationships, digitalization, overview, influence, factors, consumers’, participation, firm-hosted, virtual, communities
Quote paper
Mira Oetzmann (Author), 2016, How to Manage Customer Relationships in the Age of Digitalization, Munich, GRIN Verlag, https://www.grin.com/document/378480

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