Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms

Subject Areas : Media Management

Amir Khalafi ¹ , Datis Khajeheian ² , Ali Badizadeh ³

1 - Faculty of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran
2 - Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
3 - Faculty of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran

Received: 2019-02-10 Accepted : 2019-03-14 Published : 2019-05-22

Keywords: Customer club, Media entrepreneurship, Value proposition, Audience engagement, Social platform,

Abstract :

This research investigates application of social platforms for customer engagement, and by using of gamification, presents a framework for value proposition in a platform based customer club. The means for data collection has been deep interviews with two groups of managers and customers. Researchers extracted windows of values for customers and windows of income for the company. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers.