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 programs with social media.,This paper uses case study research as the methodology to uncover innovative features associated with the SYW customer loyalty program. The authors collected the data from SYW’s social media forums and tweets. The data set was analyzed using social media analytics tools including the R package and Lexicon.,Based on the research results, the authors summarize innovative social media features identified from SYW. The authors also provide insights and recommendations for businesses that are seeking to innovate their customer loyalty programs using social media technologies.,The results of this case study set a good example for businesses which want to innovate and improve their customer loyalty programs using social media technologies. This is the first in-depth case study on the SYW program, one of the most successful customer loyalty programs with social media. The results shed light on how social media can innovate customer loyalty programs in both theory and practice.

中文翻译：

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通过社交媒体创新客户忠诚度计划

很少有学术研究专门调查企业如何使用社交媒体来创新客户忠诚度计划。本文的目的是提供有关Shop Your Way（SYW）计划的深入案例研究，该计划被认为是最成功的社交媒体客户忠诚度计划之一。本文以案例研究为方法发现与SYW客户忠诚度计划相关的创新功能。作者从SYW的社交媒体论坛和推文中收集了数据。使用社交媒体分析工具（包括R包和Lexicon）对数据集进行了分析。基于研究结果，作者总结了从SYW中识别出的创新社交媒体功能。作者还为寻求使用社交媒体技术创新其客户忠诚度计划的企业提供了见解和建议。本案例研究的结果为希望使用社交媒体技术创新和改善其客户忠诚度计划的企业提供了很好的范例。这是关于SYW计划的第一个深度案例研究，SYW计划是最成功的社交媒体客户忠诚度计划之一。研究结果揭示了社交媒体如何在理论和实践上创新客户忠诚度计划。社交媒体上最成功的客户忠诚度计划之一。研究结果揭示了社交媒体如何在理论和实践上创新客户忠诚度计划。社交媒体上最成功的客户忠诚度计划之一。结果揭示了社交媒体如何在理论和实践上创新客户忠诚度计划。