Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms

Subject Areas : Strategic Management Researches

Amir  Khalafi ¹ (PhD candidate, Department of entrepreneurship, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Datis  Khajeheian ² (Assistant Professor, Department of Business Management, University of Tehran, Tehran, Iran)
Ali  Badizadeh ³ (Assistant Professor, Department of Industrial management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)

Received: 2020-03-01 Accepted : 2020-05-30 Published : 2020-05-21

Keywords: Audience Engagement, Media Entrepreneurship, Customer Club, Gamification, Social Platform,

Abstract :

This research investigates application of social platforms for customer engagement, and by using of gamification, presents a framework for value proposition in a platform-based customer club. Audience engagement has been addressed as a wicked problem, and for this reason, Stanford approach to design research used as research method. The means for data collection has been deep interviews with two groups of managers and customers. Researchers extracted windows of values for customers and windows of income for the company. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed.

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