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http://dx.doi.org/10.9716/KITS.2019.18.2.001

The Effect of Inflow Into a Site Via Facebook on Customers' Revisit : Drawing on the Moderating Effects of the Average Site Visit-Depth  

Lee, Jung Won (고려대학교 기업경영학과)
Park, Cheol (고려대학교 융합경영학부)
Publication Information
Journal of Information Technology Services / v.18, no.2, 2019 , pp. 1-16 More about this Journal
Abstract
Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers' in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers' revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.
Keywords
Social Media; Facebook; Visit-Depth; Revisit; Customer Retention;
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