|
Abstract:
|
An important challenge for brands and marketers is how to get, hold, and grow the attention of customers. This is particularly true when commerce depends on customers' social media platform activities. Switching costs for new users in particular are typically low, and brand messaging can be mitigated by the flows of information between customers and across platforms. We describe a hierarchical in parameters, latent trait structural equation model of engagement on a social media site. It scales a hierarchy of platform activities, and allows the prediction of behaviors in terms of escalating engagement. Parameter estimation is by way of MCMC procedures. We apply the model to a firm's customer activity and purchase data, and relate engagement and attitudinal measures collected from a sample of customers.
|
