He, Wu; Tian, Xin; Wang, Feng-Kwei - In: Journal of Enterprise Information Management 32 (2019) 5, pp. 807-823
Purpose: Few academic studies specifically investigate how businesses can use social media to innovate customer loyalty programs. The purpose of this paper is to present an in-depth case study of the Shop Your Way (SYW) program, which is regarded as one of the most successful customer loyalty...