IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Consumer-Centric Marketing Strategies: Social Networks as Innovative Tools for Consumer Relationship Management

Consumer-Centric Marketing Strategies: Social Networks as Innovative Tools for Consumer Relationship Management
View Sample PDF
Author(s): Loredana Di Pietro (University of Molise, Italy) and Eleonora Pantano (University of Calabria, Italy)
Copyright: 2013
Pages: 18
Source title: Small and Medium Enterprises: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-3886-0.ch005

Purchase


Abstract

In recent years, the increase in social network users showed new platforms for collecting data on market trends and products acceptance, as well as for supporting the relationships with clients and adapting firms’ communication strategies. As a consequence, marketers are forced to consider these systems as tool for attracting, maintaining, and managing clients in order to increase the firms’ profitability. This chapter aims at advancing our knowledge on the use of social networks, such as Facebook, as tools for improving Consumer Relationship Management, by focusing on a case study. In particular, the chapter investigates the case study of the Calabrian scenario, characterized by small-sized and family-run firms, which use traditional forms of marketing tools. Due to the ease and fast access to Web-technology-based platforms, these firms are capable of operating in a global perspective, by understanding market trends and quickly adapting their strategies. Hence, the case study of Calabrian industries can represent an interesting case study for analyzing to what extent these technologies can become a new marketing mix element for improving firms’ profitability, for both SMEs and larger firms. In particular, the adoption of Facebook by managers allows advancing our knowledge on the impact of the social networks on their marketing strategies, and on the relationships with clients. The results outline useful issues for researches and practitioners. Furthermore, the research has an interdisciplinary value, involving Psychology, Marketing, and Organizational points of view.

Related Content

The Issue of Post-Merger Integration Boundary Management: A Sociomaterial Perspective
Dragos Vieru. © 2020. 21 pages.
View Details View Details PDF Full Text View Sample PDF
The Effects of Culture and Data Collection Mode on Socially Desirable Distortion and Confidentiality Concerns in Survey Research
Tom E. Yoon, Samuel H. Goh, Robert Zinko, Christopher P. Furner. © 2020. 21 pages.
View Details View Details PDF Full Text View Sample PDF
Digital Fluency in SMEs: A Typology and a Multi-Case Study
Simon Bourdeau, Dragos Vieru. © 2020. 22 pages.
View Details View Details PDF Full Text View Sample PDF
Introducing the Computer-Related Self-Concept: A New Approach to Investigate Gender Differences in Computing Careers
Monique Janneck, Sylvie Vincent-Höper, Jasmin Ehrhardt. © 2020. 19 pages.
View Details View Details PDF Full Text View Sample PDF
Improving Application Decoupling in Virtual Enterprise Integration
José Carlos Martins Delgado. © 2020. 31 pages.
View Details View Details PDF Full Text View Sample PDF
Role and Room for Knowledge Management in Small and Medium Enterprises
Neeta Baporikar. © 2020. 20 pages.
View Details View Details PDF Full Text View Sample PDF
A Critical Review of Actor-Network Theory (ANT) and Its Use in Education Research
Denise Mifsud. © 2020. 22 pages.
View Details View Details PDF Full Text View Sample PDF
Body Bottom