Browse > Article
http://dx.doi.org/10.5805/SFTI.2013.15.1.095

Profiling Customer Engagement with "Snuggie" Experience in Social Media  

Kim, HaeJung (College of Merchandising, Hospitality & Tourism, University of North Texas)
Kim, JiYoung (College of Merchandising, Hospitality & Tourism, University of North Texas)
Yang, Kiseol (College of Merchandising, Hospitality & Tourism, University of North Texas)
Publication Information
Fashion & Textile Research Journal / v.15, no.1, 2013 , pp. 95-102 More about this Journal
Abstract
In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.
Keywords
customer engagement; experience room; social media; Snuggie;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Mathwick, C., Wiertz, C., & Ruyter, K. D. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832-849.   DOI   ScienceOn
2 Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9- 10), 919-925.   DOI   ScienceOn
3 Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185-200.
4 Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital and the organziaitonal advantage. Academy of Management Review, 23(2), 22-26.
5 Normann, R. (2001). Reframing business: What the map changes the landscape. New York: John Wiley.
6 Prahalad, C. K., & Ramaswamy, V. (2003). Future of competition: Cocreating unique value with customers. Harvard Business School Press Books, 1.
7 Puente, M. (2009, January 29). Snuggie gets a warm embrace from pop culture. USA TODAY. Retrieved from http://www.usatoday.com/life/lifestyle/2009-01-27-snuggie_N.htm
8 Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital 'prosumer'. Journal of Consumer Culture, 10(1), 13-36.   DOI   ScienceOn
9 Roberts, K., & Lafley, A. (2005). Lovemarks: The future beyond brands. NY: PowerHouse Books.
10 Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.
11 Sedley, R. (2010). 4th annual online customer engagement report 2010. Retrieved July 12, 2012, from http://issuu.com/richardsedley/docs/customer-engagement-report2010/
12 Shaw, D. L. (1984). New about slavery from 1820-1860 in Newspapers of South, North and West. Journalism Quarterly, 61(3), 483-492.   DOI
13 Sherry, J. F. (1995). Contemporary marketing and consumer behavior: An anthropological sourcebook. London: Sage.
14 Singer, D. (2011, February). The power of storytelling: What nonprofits can teach the private sector about social media. McKinsey Quarterly Retrieved from http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/The_power_of_storytelling_What_nonprofits_can_teach_the_private_sector_about_social_media_2740
15 Sismeiro, C., & Bucklin, R. E. (2004). Modeling purchase behavior at an e-commerce web site: A task-completion approach. Journal of Marketing Research, 41(3), 306-323.   DOI   ScienceOn
16 Swaminathan, V., Zinkhan, G. M., & Reddy, S. K. (1996). The evolution and antecedents of transformational advertising: A conceptual model. Advances in Consumer Research, 23, 49-55.
17 Venkatesh, A. (1999). Postmodernism perspectives for macromarketing: An inquiry into the global information and sign economy. Journal of Macromarketing, 18(2), 153-169.
18 ViVek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
19 Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35-57.
20 Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of Electronic Commerce Research, 8(2), 128-140.
21 Wyner, G. A. (2003). How do you measure the customer experience? Marketing Research, 15(1), 6-7.
22 Blanchard, A. (2004). Virtual behavior settings: An application of behavior setting theories to virtual communities. Journal of Computer Mediated Communication, 9(2). doi: 10.1111/j.1083-6101.2004.tb00285.x   DOI
23 Abraham-Murali, L., & Littrell, M. A. (1995). Consumers' conceptualization of apparel attributes. Clothing and Textiles Research Journal, 13(2), 65-74.   DOI
24 Anderson, T., Rourke, L., Garrison, D. R., & Archer, W. (2001). Assessing teaching presence in a computer conferencing context. Journal of Asynchronous Learning Networks, 5(2), 1-17.
25 Arnould, E. J., Price, L. L., & Tierney, P. (1998). Communicative staging of the wilderness servicescape. Service Industries Journal, 18(3), 90-115.
26 Baudrillard, J. (1994). Simulacra and Simulation. Ann Arbor: The University of Michigan Press.
27 Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.   DOI   ScienceOn
28 Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3), 52-58.
29 Brown, J. S., & Duguid, P. (1991). Organizational learning and communities of practice: Toward a unified view of working, learning and innovation. Organization Science, 2(1), 40-57.   DOI   ScienceOn
30 Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.   DOI   ScienceOn
31 Divol, R., Edelman, D., & Sarrazin, H. (2012). Demystifying social media. McKinsey Quarterly. Retrieved April 25, 2012, from https:// www.mckinseyquarterly.com/Marketing/Demystifying_social_media_2958
32 Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.   DOI   ScienceOn
33 Frow, P., & Payne, A. (2007). Towards the 'perfect' customer experience. The Journal of Brand Management, 15(2), 89-101.   DOI
34 Edvardsson, B., Enquist, B., & Johnston, R. (2005). Cocreating customer value through hyperreality in the prepurchase service experience. Journal of Service Research, 8(2), 149-161.   DOI
35 Edvardsson, B., & Enquist, B. (2010). Design dimensions of experience rooms for service test drives. Managing Service Quality, 20(4), 312-327.   DOI   ScienceOn
36 French, T., LaBerge, L., & Magill, P. (2012). Five 'no regrests' moves for superior customer engagement. McKinsey Quarterly. Retrieved July 13, 2012, from https://www.mckinseyquarterly.com/Five_no_regrets_moves_for_superior_customer_engagement_2999
37 Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.   DOI   ScienceOn
38 Grove, S., & Fisk, R. (1997). The impact of other customers on service experiences. Journal of Retailing, 73(1), 63-85.   DOI   ScienceOn
39 Hameide, K. K. (2011). Fashion branding unraveled. New York: Fairchild Books.
40 Haubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21.   DOI   ScienceOn
41 Hirshman, E., & Holbrook, M. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
42 'How to tell the difference between a Snuggie'. (2009, January 31) Chicago Sun-Times. Retrieved December 15, 2012, from http://www.suntimes.com/news/metro/1406531,CST-NWS-Snug31a.article
43 Kim, H. J. (2012). Dimensionality of fashion-brand experience: Aligning brand equity approaches. Journal of Fashion Marketing &Management, 16(4), 418-441.   DOI   ScienceOn
44 Humphreys, A., & Grayson, K. (2008). The intersecting roles of consumer and producer: a critical perspective on co-production, co-creation and prosumption. Sociology Compass, 2. doi: 10.1111/j.1751-9020.2008.00112.x.   DOI
45 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68   DOI   ScienceOn
46 Kearsley, G., & Schneiderman, B. (1998). Engagement theory: A framework for technology-based teaching and learning. Education Technology, 38(5), 20-23.
47 Kim, H. Y., Jolly, L., & Kim, Y. K. (2007). Future forces transforming apparel retailing in the United States: An environmental scanning approach. Clothing & Textiles Research Journal, 25(4), 307-322.   DOI   ScienceOn
48 Koh, J., Kim, Y. G., Butler, B., & Bock, G. W. (2007). Encouraging participation in virtual communities. Communications of the ACM, 50(2), 69-73.
49 Kozinets, R. V., Hemetsberger, A., & Schau, H. J. (2008). The wisdom of consumer crowds collective innovation in the age of networked marketing. Journal of Macromarketing, 28(4), 339-354.   DOI
50 Kumar, N., & Benbasat, I. (2006). The influence of recommendations on consumer reviews on evaluations of websites. Information Systems Research, 17(4), 425-439.   DOI   ScienceOn
51 Layton, J. (2012). How Amazon works. Retrieved December 17, 2012, from http://money.howstuffworks.com/amazon2.htm
52 Martin, B. (2004). Using the imagination: Consumer evoking and thematizing of the fantastic imaginary. Journal of Consumer Research, 31(1), 136-149.   DOI   ScienceOn