Social media and loyalty programs are mainstays of contemporary marketing, but despite their prominence—and their potential synergies—the two are seldom researched together. Here, drawing on the heuristic-systematic model, we theorize and demonstrate that the dimensions of customer experience in brand-generated social media content lead to different sales responses from loyalty program and non-loyalty program customers. Based on several thousand social media posts connected to both loyalty and non-loyalty program sales, we show that relational and intellectual content have greater effects in driving sales to loyalty program members while behavioral content drives greater sales to non-loyalty program members. These findings improve our understanding of the financial outcomes of social media tactics, providing researchers and marketers with an understanding of the differences in responses across customer groups and a framework to optimize social media content.

社交媒体和忠诚度计划是当代营销的中流砥柱，但尽管它们很突出——以及它们潜在的协同作用——但两者很少一起研究。在这里，利用启发式系统模型，我们理论化并证明品牌生成的社交媒体内容中的客户体验维度会导致忠诚度计划和非忠诚度计划客户的不同销售反应。根据与忠诚度和非忠诚度计划销售相关的数千个社交媒体帖子，我们表明关系和知识内容在推动忠诚度计划成员的销售方面具有更大的影响，而行为内容则可以推动对非忠诚度计划成员的更多销售。这些发现提高了我们对社交媒体策略财务结果的理解，