The effect of Social Media on Relationship Marketing

What value does it give to the customers and organizations

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Beschreibung

The goal of this study is to test what effects positive word of mouth has on relationship management. The relationship between customers and organizations has become a very popular topic recently. However the existing literature doesn't include anything related to the upcoming phenomenon 'social network sites'. There is not much research about the effects and value of these social networks in the whole CRM process. This study will try to close the gap or make start for further research. Through an online survey, there will be tested what effects positive word of mouth through social media has on the variables of relationship management and whether this effect has any further positive influences.

Artikeldetails

EAN

9783659139260

Sprache

Englisch

Einband / Art

Taschenbuch

Maße

220 x 150 x 5 mm

Erscheinungsjahr

2012

Verlag / Hersteller

LAP LAMBERT Academic Publishing