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Article
Publication date: 5 June 2017

Soe-Tsyr Daphne Yuan, Szu-Yu Chou, Wei-Cheng Yang, Cheng-An Wu and Chih-Teng Huang

Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced…

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Abstract

Purpose

Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced corporate performance. The plethora of new media has provided customers with different options to interact with firms and other customers. However, the primacy of value-laden interactive customer relationships and value co-creation raises challenges for firms and customers, especially in the context of broader business ecosystems such as brand partnership for extending value co-creation. This study aims to explore how customer engagement with well-designed choreograph of various new media’s channels can increase the value co-creation extent in the context of broader business ecosystems, resulting in higher levels service offerings, experiences and innovation.

Design/methodology/approach

This exploratory study presents a new framework of customer engagement that holistically integrates the elements of multiple new media and broader business ecosystem, stimulating a virtuous circle of realizing customer engagement toward superior results or innovations. The framework considers new media’s different information service and technologies (e.g. search engine, social recommender, social media) that can be properly choreographed to achieve a virtuous customer engagement circle.

Findings

This paper uses an exemplar framework's instantiation – an information technology enabled engagement platform (called iEngagement) – that can demonstrate how to empower the central companies together with their eco-stakeholders to holistically perform customer engagement utilizing new media toward fruitful customer engagement.

Originality/value

This exploratory study is among the first that addresses the theory and practice of customer engagement within multiple new media and broader business ecosystem. This paper presents a customer engagement framework and an exemplified engagement platform that holistically integrate the elements of multiple new media and broader business ecosystem, for stimulating a virtuous circle of realizing customer engagement toward superior results or innovations.

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Article
Publication date: 1 February 2016

Yuxian Eugene Liang and Soe-Tsyr Daphne Yuan

What makes investors tick? Largely counter-intuitive compared to the findings of most past research, this study explores the possibility that funding investors invest in companies…

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Abstract

Purpose

What makes investors tick? Largely counter-intuitive compared to the findings of most past research, this study explores the possibility that funding investors invest in companies based on social relationships, which could be positive or negative, similar or dissimilar. The purpose of this paper is to build a social network graph using data from CrunchBase, the largest public database with profiles about companies. The authors combine social network analysis with the study of investing behavior in order to explore how similarity between investors and companies affects investing behavior through social network analysis.

Design/methodology/approach

This study crawls and analyzes data from CrunchBase and builds a social network graph which includes people, companies, social links and funding investment links. The problem is then formalized as a link (or relationship) prediction task in a social network to model and predict (across various machine learning methods and evaluation metrics) whether an investor will create a link to a company in the social network. Various link prediction techniques such as common neighbors, shortest path, Jaccard Coefficient and others are integrated to provide a holistic view of a social network and provide useful insights as to how a pair of nodes may be related (i.e., whether the investor will invest in the particular company at a time) within the social network.

Findings

This study finds that funding investors are more likely to invest in a particular company if they have a stronger social relationship in terms of closeness, be it direct or indirect. At the same time, if investors and companies share too many common neighbors, investors are less likely to invest in such companies.

Originality/value

The author’s study is among the first to use data from the largest public company profile database of CrunchBase as a social network for research purposes. The author ' s also identify certain social relationship factors that can help prescribe the investor funding behavior. Authors prediction strategy based on these factors and modeling it as a link prediction problem generally works well across the most prominent learning algorithms and perform well in terms of aggregate performance as well as individual industries. In other words, this study would like to encourage companies to focus on social relationship factors in addition to other factors when seeking external funding investments.

Details

Internet Research, vol. 26 no. 1
Type: Research Article
ISSN: 1066-2243

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