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The Impact of New Media on Customer Relationships

Open access
Hennig-Thurau, Thorsten, Malthouse, Edward C., Friege, Christian, Gensler, Sonja, Lobschat, Lara, Rangaswamy, Arvind, Skiera, Bernd·2010·Journal of Service Research
DOI 10.1177/1094670510375460
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Abstract

Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers’ activities and outcomes.

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Metadata

Authors
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B.
Venue
Journal of Service Research
Publisher
SAGE Publications
Published
2010-08
Volume
13
Issue
3
Pages
311-330
ISSN
  • 1094-6705 (ISSN-L)
  • 1552-7379
DOI
10.1177/1094670510375460
OpenAlex
W2097357438
Cited by
1,406
References
11
FWCI
164.86
Type
journal article
Language
en
Open access
green
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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