List of Articles Audience engagement

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  1 - Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms
  Amir Khalafi Datis Khajeheian Ali Badizadeh
  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 mana More

  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. Manuscript profile
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  2 - Identification of Measures for Performance Evaluation of Platform-Based Audience Engagement Social Media in Iranian Automobile Industry
  Amir Khalafi Datis Khajeheian Ali Badizadeh
  Customer engagement platforms such as gamification, co-creation and open innovation platforms have found popularity in recent decade and several industrial and service organizations are adapted to use them for marketing purposes. However, the results have been faced wit More

  Customer engagement platforms such as gamification, co-creation and open innovation platforms have found popularity in recent decade and several industrial and service organizations are adapted to use them for marketing purposes. However, the results have been faced with challenges, that are partly raised because of lack of specific measures to evaluate performance of these platforms. The current research aims to fill the gap by identifying specific measures for evaluation of performance of these platforms in Iranian automobile industry. For this purpose, after conduct of a literature review in marketing measures, a primary set of measures have been extracted. In the second phase, a panel of experts have been used to refine the measures and to adapt them with the automobile industry. After content analysis, 82 measure identified and classified into six groups of measures, including 1) Social media measures, 2) Application-related measures, 3) Findability measures, 4) Strategy measures, 5) Public relations measures, 6) Gamification measures identified. Findings of this research can be used by strategic management, marketing and other departments of Irankhodro company that are related to performance evaluation of customer engagement platforms. the limitation of this study is that it is context-based, and generalization of the results might be considered carefully. Manuscript profile
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  3 - The Influence of Intertextuality in the Novel 'Suvashun' on Audience Engagement During Reading
  Esmaeel BANIARDALAN Shahrokh Amirian Doost
  Genetic intertextuality is a well-known form of intertextuality. From a genetic point of view, intertextual relationships in texts can be distinguished into two types: real (strong) and single-layer (weak). True intertextuality is only achieved when the connection betwe More

  Genetic intertextuality is a well-known form of intertextuality. From a genetic point of view, intertextual relationships in texts can be distinguished into two types: real (strong) and single-layer (weak). True intertextuality is only achieved when the connection between two texts transcends mere lexical and formal similarities, indicating a strong intertextual bond. Through genetic intertextuality, a thorough exploration of textual relationships at various levels—both formal and thematic—proves essential in identifying the type, nature, and intensity of intertextuality. Furthermore, Roland Barthes employs a genetic intertextual interpretation to enhance the reader's experience and interaction with the text. He posits that texts can be viewed as either "readings" where the audience plays a passive role or "writings" where the audience actively engages. Barthes contends that leveraging these two forms of intertextuality is pivotal in decoding the text effectively. This qualitative study employs a comparative analytical approach to analyze data. The findings underscore the significant impact of a strong intertextual relationship in transforming the novel, "Suvashun," into a narrative that captivates the reader's passive engagement. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  4 - Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms
  Amir Khalafi Datis Khajeheian Ali Badizadeh
  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 reaso More

  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. Manuscript profile