Evaluating the Impact of Social Media on Relationship Marketing

Abstract

The recent exceptional growth of social media has demonstrated its immense potential in complementing relationship marketing programmes for companies. For decades, the concept of relationship marketing was related to offline efforts. This study uses three case studies which prove that online efforts especially social media is instrumental in establishing and maintaining relationships with customers. Ideally it will sift through the relevant academic literature in support of the claims. An exploratory approach will be used while analysing these multiple case studies, which provide real life examples of how companies used social media in their marketing efforts. Through various means this evidence-based study will show that companies can leverage passion, brand trust and familiarity into forming online brand communities initializing the establishment of relationships reinforcing the value creation process. Finally, within the scope of this study it will make analytic generalizations highlighting the key points that are considered to be the building blocks for establishing relationships that can be enhanced by social media.