Return on Engagement Initiatives: (Record no. 48341)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20170925164349.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 170925b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gill, Manpreet |
| 9 (RLIN) | 27584 |
| 245 ## - TITLE STATEMENT | |
| Title | Return on Engagement Initiatives: |
| Remainder of title | A Study of a Business-to-Business Mobile App. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 45-66 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Firms are increasingly offering engagement initiatives to facilitate firm–customer interactions or interactions among customers, with the primary goal of fostering emotional and psychological bonds between customers and the firm. Unlike traditional marketing interventions, which are designed to prompt sales, assessing returns on engagement initiatives (RoEI) is more complex because sales are not the primary goal and, often, direct sales are not associated with such initiatives. To assess RoEI across varying institutional contexts, the authors propose and empirically implement a methodological framework to investigate a business-to-business mobile app that a tool manufacturer provides for free to engage its buyers. The data include sales by buyer firms that adopted the app over 15 months, as well as a control group of buyers that did not adopt. The results from a difference-in-differences specification, together with selection on observables and unobservables, show that the app increased the manufacturer’s annual sales revenues by 19.11%–22.79%; even after accounting for development costs, it resulted in positive RoEI. This RoEI was higher when buyers created more projects using the app, so customer participation intensity appears to underlie RoEI. This article contributes to engagement literature by providing a methodological framework and empirical evidence on how the benefits of engagement initiatives materialize. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Causal effects, |
| Uncontrolled term | Engagement initiatives |
| Uncontrolled term | Mobile applications |
| Uncontrolled term | Returns |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sridhar, Shrihari |
| 9 (RLIN) | 27585 |
| Personal name | Grewal, Rajdeep |
| 9 (RLIN) | 27586 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29537 |
| Host Itemnumber | 66634 |
| Main entry heading | FRAZIER GARY L. |
| Other item identifier | 5557628 |
| Title | JOURNAL OF MARKETING |
| International Standard Serial Number | 0022-2429 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Volume 81, Number 4, July 2017 |
| Uniform Resource Identifier | http://web.b.ebscohost.com/ehost/detail/detail?vid=5&sid=61095e4b-b09b-4f6b-8e8f-75bceb205127%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=125210184 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 25/09/2017 | Vol 81, No 4\ 5557628JA3 | 5557628JA3 | 25/09/2017 | 25/09/2017 |