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Promotion Model for Online Community Site based on the e-CRM: Focusing on the Case of Broadcasting  

Kim, Chang-Su (Yeungnam University)
Cho, Eun-Seok (Yeungnam University)
Publication Information
Information Systems Review / v.6, no.2, 2004 , pp. 243-268 More about this Journal
Abstract
The current e-CRM has been used in various types of e-business. Since the study of e-CRM for the promotion of online community sites are rarely studied, we attempt to analyze the case of broadcasting and suggest the promotion model focusing on the characteristic factors for a successive online community. That is, as a result of analyzing the online community cases for broadcasting, we know that the Internet community site of broadcasting has grown in the order of contents, community and then commerce. According to the case analysis, we have presented an e-CRM promotion model consisting of four phases: customer attraction, customer maintenance, customer enhancement, and customer activation. The e-CRM model suggested in this study may be used as a theoretical basis and practical guideline for further research in relation to e-CRM and e-business.
Keywords
e-CRM; Online Community; e-CRM Promotion Model;
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