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Social Media Marketing: Exploring Ef...

Tingue, Travis A.

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Social Media Marketing: Exploring Effective Customer to Business Interactions with the Forgotten 80%.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social Media Marketing: Exploring Effective Customer to Business Interactions with the Forgotten 80%./
Author:	Tingue, Travis A.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	155 p.
Notes:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
Contained By:	Dissertation Abstracts International79-01A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10620063
ISBN:	9780355172393

Social Media Marketing: Exploring Effective Customer to Business Interactions with the Forgotten 80%.
Tingue, Travis A.

Social Media Marketing: Exploring Effective Customer to Business Interactions with the Forgotten 80%. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 155 p.

Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.

Thesis (D.Sc.)--Robert Morris University, 2017.

Social media marketing has become the newest frontier for digital marketing. At its core, social media is a communication tool that allows like-minded users to communicate and develop relationships, based on common interests. Researchers have attributed social media's success to swift communications and its ability to create relationships. Being able to cultivate this type of relationship network through a company's social media campaign can affect customers' intentions to buy products and services. Many sources indicate that companies are still using social media incorrectly, despite the vast amount of money invested. This study focused on customer to business interactions on Facebook. Previous research suggests that 80% of customer to business communications go unnoticed by businesses on Facebook. This study used multiple rounds of surveys in order to track the movement of customers through the customer life cycle after not receiving a response to a posting on social media. Through a grounded-theory approach to the collection and analysis of the data, a Social Media Communication Nonresponse Model was developed reflecting the responses and actions of customers after not receiving a response to their Facebook post. The model includes five relationship stages (target customer, prospect, new customer, repeat customer, and brand ambassador), four customer needs (marketing, information, support, and acknowledgement), and eight reactions (four of progression: engagement, conversion, repetition, and fruition; and four of regression: regression, stagnation, disillusion and abandonment). The study's findings have implications for the field of social media marketing, particularly for the purposes of communicating with customers directly on Facebook.

ISBN: 9780355172393Subjects--Topical Terms:

536353
Marketing.

Social Media Marketing: Exploring Effective Customer to Business Interactions with the Forgotten 80%.
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