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Journals / Üçüncü Sektör Sosyal Ekonomi / 2021 / Cilt: 56 - Sayı: 1

Fan Tokens In The Context Of Customer Citizenship

Müşteri Vatandaşlık Bağlamında Taraftar Tokenları

Selda FINDIKLI
Emine Pınar SAYGIN
Pages
57–71
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In summary, the purpose of this study is to reveal how marketing realizes the reflection of creating value with its customers in digital transformation with fan tokens.

📌 3 Key Takeaways

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Objective & Hypothesis:In the foundations of relationship marketing based on trust and commitment, "Citizen Behavior" is included in the outputs of the behavior dimension of the relationship. “Customer Citizen Behavior” is an important field of study that should be emphasized regarding the co-creation of values, which is one of the indicators of service dominant logic, which is one of the paradigm changes that marketing has gone through over the years.
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Key Findings & Data:This issue was chosen in terms of sports fans with high levels of loyalty and it includes many dimensions of customer-citizen behavior.
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Conclusion & Impact:In summary, the purpose of this study is to reveal how marketing realizes the reflection of creating value with its customers in digital transformation with fan tokens.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In the foundations of relationship marketing based on trust and commitment, "Citizen Behavior" is included in the outputs of the behavior dimension of the relationship. “Customer Citizen Behavior” is an important field of study that should be emphasized regarding the co-creation of values, which is one of the indicators of service dominant logic, which is one of the paradigm changes that marketing has gone through over the years. This issue was chosen in terms of sports fans with high levels of loyalty and it includes many dimensions of customer-citizen behavior. In summary, the purpose of this study is to reveal how marketing realizes the reflection of creating value with its customers in digital transformation with fan tokens.

Özet

İlişkisel pazarlamanın güven ve bağlılığa dayanan temellerinde “Vatandaş Davranışı” ilişkinin davranış boyutu çıktılarında yer almaktadır. Pazarlamanın yıllar içerinde geçirdiği paradigma değişimlerinden hizmet baskın mantığın da göstergelerinden biri olan değerlerin birlikte yaratımı hususunda “Müşteri Vatandaş Davranışı” vurgulanması gereken önemli bir çalışma alanıdır. Bu konunun bağlılığın üst seviyelerde yaşandığı spor taraftarları açısından alınması, müşteri vatandaş davranışındaki birçok boyutu barındırması açısından seçilmiştir. Özetle bu çalışmanın amacı, pazarlamanın dijital değişiminde müşterisi ile değer yaratmasının yansımasını taraftar tokenları ile nasıl gerçekleştirdiğini ortaya koymaktır.

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Cite This Article

FINDIKLI, S., SAYGIN, E. P. (2021). Fan Tokens In The Context Of Customer Citizenship. Üçüncü Sektör Sosyal Ekonomi, Cilt: 56 - Sayı: 1, 57–71. https://ajindex.com/articles/319959

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