CUSTOMER ENGAGEMENT WITH A BRAND IN THE CONTEXT OF SOCIAL MEDIA

Magdalena Hofman-Kohlmeyer

Abstract


Nowadays, a strong brand is one of the most valuable assets of a company. In order to obtain this asset, the growing ranks of enterprises decide to include social media in their marketing strategy. Social media gives the possibility to have customers highly engaged with a brand. The present article is aimed to give an outlook on the process of building customer engagement in a brand throughout social media. The presented approach is based on a literature review.

INTRODUCTION: The meaning of social media in engaging customers is widely acknowledged.  In order to building a strong brand and make current customers loyal, the growing ranks of managers decide to include social media in their marketing strategy.

OBJECTIVES: The present article is aimed to give a theoretical outlook on engaging a customer with a brand throughout social media.

METHODS: To achieve the assumed goals the author presents a literature review.

RESULTS: The literature review offers some directives on how to make customer engage with a brand, information on how this process should proceed and information about the profits which can the brand obtain.

CONCLUSION: Social media gives an opportunity to make customers highly engaged in a brand. The building of customer engagement throughout social media takes place through the following process: connection, interaction, satisfaction, retention, commitment, advocacy and customer engagement. Social media is also treated as a source of mass communication. One-to-one communication between stakeholders and firm-to-firm communication exert a positive impact on brand trust. In terms of customer-to-customer communication, there are some doubts. The authors also indicated the vital role of content quality and the occurrence of negative conversations on the fan page.

Keywords


customer engagement, social media, brand

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References


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DOI: http://dx.doi.org/10.12955/cbup.v5.920

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