Relationship and Social media are the two terms that coexist interdependently. Due to the trending power growth of social media, the power has practically gone with the customer side in business areas as social media has given customers convenient access to information. Over times, relationship marketing was only associated with the efforts pulled offline. So to prove the principle aim, three case studies would be considered that would relate the role of online medium that is Social media, in building Customer valued relationships. To examine the details of the provided case studies, exploratory approach is adopted by considering the role of social media used for the sake of marketing. By providing sufficient examples and instances, it will be delineated that customer’s trust and loyalty can be achieved by making use of the online media. The study would be concluded by generalizing the main aspects that determine the customer relationship and how they are influenced by social media.
Inhaltsverzeichnis (Table of Contents)
- ABSTRACT
- INTRODUCTION
- STUDY RATIONALE
- RESEARCH OBJECTIVES
- RESEARCH QUESTION
- LITERATURE REVIEW
- SOCIAL MEDIA
- Theories Related to Social Media
- EVALUATING THE SOCIAL MEDIA IMPRESSION
- RELATIONSHIP MARKETING
- MARKETING AND THE SOCIAL WEB
- SOCIAL MEDIA
- RESEARCH METHODOLOGY
- FINDINGS & ANALYSIS
- SURVEY QUESTIONNAIRE
- CONCLUSION
- REFERENCES
- APPENDIX
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study delves into the impact of social media on relationship marketing, specifically exploring how social media platforms have changed the dynamics of customer relations in business. Taking Starbucks Coffee as a case study, the research aims to analyze the company's utilization of social media in promotional strategies. The study aims to understand the essence of social media and its relationship with relationship marketing, as well as the options available to marketers within this sphere. The impact of technological advancements on social media will also be considered.
- The impact of social media on relationship marketing
- The role of social media in building customer relationships
- The options available to marketers within the social media landscape
- The influence of technological advancements on social media marketing strategies
- The effectiveness of social media for building customer loyalty and trust
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction establishes the significance of social media in the contemporary business world and its influence on the customer-company relationship. The study rationale highlights the importance of marketers adapting to technological advancements in social media to maintain a competitive edge and develop customer loyalty. The research objectives outline the key areas of investigation, including understanding the essence of social media and relationship marketing, examining the connection between the two, and exploring the options available to marketers within the realm of social media. The research question explores the nature of the relationship between social media and relationship marketing, the role of social media in this context, the options available to marketers, and the impact of technological progress on social media marketing strategies. The literature review delves into the concept of social media, outlining its various facets and exploring relevant theories that explain its effectiveness in communication.
Schlüsselwörter (Keywords)
The core focus of this study is on social media and relationship marketing. It explores the evolving landscape of social media and its impact on customer relationships, particularly within the context of a case study centered on Starbucks Coffee. Key terms include social media, relationship marketing, customer relationships, marketing strategies, technological advancements, and customer loyalty.
- Quote paper
- Doddie Eiee (Author), 2012, The influence of social media on relationship marketing, Munich, GRIN Verlag, https://www.grin.com/document/272207
