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Strategic Uses of Social Media for Improved Customer Retention Wafaa Al-Rabayah Independent Researcher, Jordan Rawan Khasawneh Jordan University of Science and Technology, Jordan Rasha Abu-shamaa Yarmouk University, Jordan Izzat Alsmadi Boise State University, USA A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Published in the United States of America by IGI Global Business Science Reference (an imprint of IGI Global) 701 E. Chocolate Avenue Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: [email protected] Web site: http://www.igi-global.com Copyright © 2017 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher. Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data CIP Data Pending ISBN: 978-1-5225-1686-6 eISBN: 978-1-5225-1687-3 This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529) British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library. All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not necessarily of the publisher. Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series ISSN:2327-5502 Mission EISSN:2327-5529 Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business. Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and customer service. These features aid in the attraction of new clients and maintaining existing relationships. The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes. This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and prac- titioners in the fields of marketing management. Coverage • B2B marketing IGI Global is currently accepting • Mobile services manuscripts for publication within this • CRM strategies series. To submit a proposal for a volume in • CRM and customer trust this series, please contact our Acquisition • Text Mining and Marketing Editors at [email protected] or • Telemarketing visit: http://www.igi-global.com/publish/. • Web Mining and Marketing • Customer Retention • Data mining and marketing • Database marketing The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series (ISSN 2327-5502) is published by IGI Global, 701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA, www.igi-global.com. This series is composed of titles available for purchase individually; each title is edited to be contextually exclusive from any other title within the series. For pricing and ordering information please visit http://www.igi-global.com/book-series/advances-marketing-customer-relationship-management/37150. Postmaster: Send all address changes to above address. Copyright © 2017 IGI Global. All rights, including translation in other languages reserved by the publisher. No part of this series may be reproduced or used in any form or by any means – graphics, electronic, or mechanical, including photocopying, recording, taping, or information and retrieval systems – without written permission from the publisher, except for non commercial, educational use, including classroom teaching purposes. The views expressed in this series are those of the authors, but not necessarily of IGI Global. Titles in this Series For a list of additional titles in this series, please visit: www.igi-global.com Analyzing Children’s Consumption Behavior Ethics, Methodologies, and Future Consid- erations Jony Haryanto (President University, Indonesia) and Luiz Moutinho (Dublin City Univer- sity, Ireland) Business Science Reference • copyright 2017 • 278pp • H/C (ISBN: 9781522509936) • US $165.00 (our price) Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia) Business Science Reference • copyright 2017 • 374pp • H/C (ISBN: 9781522507468) • US $230.00 (our price) Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy Mónica Gómez-Suárez (Universidad Autónoma de Madrid, Spain) and María Pilar Martínez- Ruiz (University of Castilla-La Mancha, Spain) Business Science Reference • copyright 2016 • 625pp • H/C (ISBN: 9781522502203) • US $330.00 (our price) Handbook of Research on Consumerism and Buying Behavior in Developing Nations Ayantunji Gbadamosi (University of East London, UK) Business Science Reference • copyright 2016 • 565pp • H/C (ISBN: 9781522502821) • US $235.00 (our price) Managing Public Relations and Brand Image through Social Media Anurag Singh (Banaras Hindu University, India) and Punita Duhan (Meera Bai Institute of Technology, India) Business Science Reference • copyright 2016 • 353pp • H/C (ISBN: 9781522503323) • US $195.00 (our price) Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector Upendra Singh Panwar (Shri Govindram Seksaria Institute of Technology and Science, India) Raj Kumar (Banaras Hindu University, India) and Nilanjan Ray (Netaji Mahavidyalaya, India) Business Science Reference • copyright 2016 • 492pp • H/C (ISBN: 9781522501435) • US $335.00 (our price) 701 E. Chocolate Ave., Hershey, PA 17033 Order online at www.igi-global.com or call 717-533-8845 x100 To place a standing order for titles released in this series, contact: [email protected] Mon-Fri 8:00 am - 5:00 pm (est) or fax 24 hours a day 717-533-8661 Editorial Advisory Board Ahmed Al Zyoud, Yarmouk University, Jordan Yaser Jararwah, Jordan University of Science and Technology, Jordan Table of Contents Foreword;.............................................................................................................. xv; Preface;................................................................................................................xvii; Chapter 1; Social.Media.as.a.New.Emerging.Tool.of.Marketing;............................................. 1; Rawan T. Khasawneh;, Jordan University of Science and Technology, Jordan; Chapter 2; Towards.a.Framework.for.Integrating.Social.Media,.Customer.Relationship,. and.Knowledge.Management;................................................................................ 11; Olayiwola W. Bello;, University of Ilorin, Nigeria; Modupe Folarin;, City University London, UK; Nasir Faruk;, University of Ilorin, Nigeria; Chapter 3; Social.Customer.Relationship.Management.(SCRM):.A.Strategy.for. Customer.Engagement;.......................................................................................... 45; Ameen Al-Azzam;, Technical College in Tai’f, Saudi Arabia; Rawan Khasawneh;, Jordan University of Science and Technology, Jordan; Chapter 4; Marketing.on.Tumblr:;........................................................................................... 59; Kristen Smirnov;, Whittier College, USA; Chapter 5; The.Effect.of.Social.Networks.on.Branding:.A.Factorial.Analysis.Approach;..... 84; Meriem Nouala;, Sidi Bel Abbes University, Algeria; Marwa Imene Mekki;, Sidi Bel Abbes University, Algeria; Abdelmadjid Ezzine;, Sidi Bel Abbes University, Algeria; Chapter 6; Social.Media.as.Social.Customer.Relationship.Management.Tool:.Case.of. Jordan.Medical.Directory;................................................................................... 108; Wafaa A. Al-Rabayah;, Independent Researcher, Jordan; Chapter 7; Determinants.of.Brand.Recall.in.Social.Networking.Sites;................................. 124; Kaan Varnali;, Istanbul Bilgi University, Turkey; Vehbi Gorgulu;, Istanbul Bilgi University, Turkey; Chapter 8; The.Impact.of.Social.Media.on.Customer.Engagement.with.U.S..Banks;.......... 154; Arturo Haro-de-Rosario;, University of Almería, Spain; Laura Saraite;, University of Almería, Spain; Alejandro Sáez-Martin;, University of Almería, Spain; María del Carmen Caba-Pérez;, University of Almería, Spain; Chapter 9; Social.Networks.Impact.on.Potential.Customers’.Buying.Decisions.and. Current.Customer.Loyalty;.................................................................................. 173; Wafaa A. Al-Rabayah;, Independent Researcher, Jordan; Chapter 10; Opinion.Mining:.A.Tool.for.Understanding.Customers.–.Challenges.and. Approaches.........................................................................................................; 193; Rawan Khasawneh;, Jordan University of Science and Technology, Jordan; Izzat Alsmadi;, Texas A&M University - San Antonio, USA; Chapter 11; Sentiment.Analysis.of.Social.Media.as.Tool.to.Improve.Customer.. Retention;............................................................................................................. 207;
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