Social media as a new engaging channel in brands' relationship marketing
Rupin, Charles (2015)
Rupin, Charles
Metropolia Ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015061313320
https://urn.fi/URN:NBN:fi:amk-2015061313320
Tiivistelmä
The objective of that research paper is to notice the changes brought by social media in brands relationship marketing. Also, it aims to see how relationship marketing changed over the years and what differs from traditional approaches marketers had. Moreover, this paper’s purpose is to see how social media changed the way brands act toward customers and how customers gained power in their relationships with brands. The researcher presents a literature review allowing the reader to understand the environment of the thesis. After that, the researcher realized interviews of marketing experts to notice how they felt the arrival of social media. Two interviewees were asked to answer four questions during face-to-face interviews. Moreover, a case study on Starbuck has been studied to confirm all the findings of the thesis.
Those two qualitative methods revealed that social media has a huge impact on brands relationship with customers in the analytic phase of customers’ relationship as well as in practice. The results revealed that gathering data on customer became easier for companies and that a real discussion between brands and customers took place with the appearance of online communities. Those interactions created collaboration between brands and consumers that are fully integrated in brands development.
Those two qualitative methods revealed that social media has a huge impact on brands relationship with customers in the analytic phase of customers’ relationship as well as in practice. The results revealed that gathering data on customer became easier for companies and that a real discussion between brands and customers took place with the appearance of online communities. Those interactions created collaboration between brands and consumers that are fully integrated in brands development.