Customer Engagement Value and Social Media

Essay , 2015 , 48 Pages

Business economics - Offline Marketing and Online Marketing

Social media networking are portrayed as modern communication tools possessed from businesses in the new external environment where they operate and their participation in these offers support and stabilization with staggered steps. Thus, it is necessary to analyze these electronic areas, in order to identify opportunities resulting to be used appropriately used by businesses.

The main purpose of this study is to investigate whether social media can influence consumer behavior and thus provide businesses with a competitive advantage over their competitors in the market. For this reason, it is necessary to define social media and identify their characteristics, to analyze consumer behavior and their intention to purchase over social media and the advantages of business participation in social platforms and the increase in customer . Finally, to determine the interactions of users / consumers, who have the leading role in these media, which directly influence their consumption preferences and their relationship with businesses.

Through the analysis of the above, the results is that social networking media are of vital importance and should be included in each strategic business plan.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Chapter 1 - Literature Review
  • 1.0 Social Media- Historical Evolution
  • 1.1 Social Media - Definition
  • 1.3 Social Media - Basic Features
  • 1.4 Social Media – Categorization
    • 1.4.1 Collaborative projects
    • 1.4.2 Categorization of Social Media Users
  • 1.5 Brief Presentation of the most popular Social Media
    • 1.5.1 Facebook
    • 1.5.2 Twitter
    • 1.5.3 Linked In
    • 1.5.4 Blogger
  • 1.6 Reasons for using Social Media
  • 1.7 Factors that influence consumer behavior
  • 1.8 Consumer behavior in Social Media
    • 1.8.1 The process of Consumer Socialization in Social Media
    • 1.8.2 Consumers and Social Media
    • 1.8.3 Social Media in consumer preference and purchase intention
  • 1.9 The Social consumer
• Chapter 2 - Research Methodology
  • 2.0 Introduction
  • 2.2 Research design
  • 2.3 Description of the research questionnaire
  • 2.4 Research Analysis
  • 2.4 Limitations of the Research, Future Research, Proposals to Businesses
    • 2.4.1 Research limitations
    • 2.4.2 Proposals for future research
    • 2.4.4 Proposals to businesses

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study aims to explore the impact of social media on consumer behavior and its potential to provide businesses with a competitive edge. It seeks to understand how social media influences purchase intentions and the advantages of businesses engaging with these platforms.

• The role of social media in shaping consumer behavior.
• The influence of social media on purchase decisions.
• The benefits of social media for businesses in gaining a competitive advantage.
• The characteristics and features of social media platforms.
• The dynamics of consumer interaction and engagement on social media.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides context for the study by highlighting the increasing prevalence and impact of social media. It emphasizes the importance of understanding how businesses can leverage these platforms to influence consumer behavior and achieve competitive advantage.

Chapter 1 delves into the literature review, exploring the historical evolution of social media, its definition, features, and categorization. It examines different types of social media platforms and their respective user demographics. Additionally, the chapter discusses the reasons for social media usage, factors influencing consumer behavior, and the specific impact of social media on consumer behavior, including the process of consumer socialization and how social media influences preferences and purchase intentions. The chapter concludes with a discussion of the concept of the "social consumer."

Chapter 2 focuses on the research methodology employed in the study. It outlines the research design, describes the questionnaire used to gather data, and discusses the research analysis techniques. The chapter also addresses research limitations, proposes avenues for future research, and offers recommendations for businesses.

Schlüsselwörter (Keywords)

Social Media, consumer behavior, competitive advantage, intention to purchase, social media platforms, consumer engagement, business strategy, online marketing, digital communication.

• Author: Fotini Mastroianni (Author)
• Publication Year: 2015
• Pages: 48
• Catalog Number: V359091
• ISBN (eBook): 9783668440746
• Language: English
• Tags: Social Media, consumer behavior, competitive advantage, intention to purchase