KOREASCHOLAR

SOCIAL CAPITAL AND PRIVATE CLUB MEMBERS’ PERCEPTIONS IN ENGAGING SOCIAL MEDIA

MiRan Kim, Ronald F. Cichy
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350881
Download
Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.411
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study explores the impact of social capital on private club members’ engagement of social media. Researchers selected private club members across the U.S. Participants (559 at a 20% response rate). Results indicate that social capital is a significant factor influencing the club members’ perceptions of engaging with social media.

Keyword
customer engagementsocial capitalprivate club industrysocial mediaTAM theoryTRA theory
Author
  • MiRan Kim(Michigan State University, USA)
  • Ronald F. Cichy(Michigan State University, USA)