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
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.
Khalafi, A., Khajeheian, D., & Badizadeh, A. (2019). Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms. Media Studies, 14(44), 59-69.
MLA
Amir Khalafi; Datis Khajeheian; Ali Badizadeh. "Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms". Media Studies, 14, 44, 2019, 59-69.
HARVARD
Khalafi, A., Khajeheian, D., Badizadeh, A. (2019). 'Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms', Media Studies, 14(44), pp. 59-69.
VANCOUVER
Khalafi, A., Khajeheian, D., Badizadeh, A. Media Entrepreneurship in Industrial Organizations: Customer Clubs as Audience Engagement Platforms. Media Studies, 2019; 14(44): 59-69.
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