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Based on the theory of customer lifecycle and prior literature, we classify the customers into segments, thus to examine the effects of social media on the relationship between the firm and its customer segments. The results derived from vector autoregressive models suggest that, generally, social media metrics significantly and positively influence the customer relationship, but the effect will dissipate in the long run. Interestingly, social media metrics affect the two customer segments differently; the impact on the preliminary customers is stronger than the stables ones. We also find, among the three metrics of social media, brand community best relates to the connections between customers and the firm.

The Dynamics of Social Media Metrics and Intensity of Customer Relationship—An Empirical Investigation of the IT Industry