Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms
Subject Areas : Media Management
Amir
Khalafi
1
(Faculty of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran)
Datis
Khajeheian
2
(Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran)
Ali
Badizadeh
3
(Faculty of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran)
Keywords: Customer club, Media entrepreneurship, Value proposition, Audience engagement, 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. 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. 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. 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. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers.
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