Impact of Individual and Organizational Social Capital of Marketing in a Global Network

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Author(s): Arshi Naim (King Khalid University, Saudi Arabia), Asfia Syed (King Khalid University, Saudi Arabia), Syeda Meraj Bilfaqih (King Khalid University, Saudi Arabia)and M. Anandhavalli Muniasamy (King Khalid University, Saudi Arabia)
Copyright: 2023
Pages: 17
Source title: Social Capital in the Age of Online Networking: Genesis, Manifestations, and Implications
Source Author(s)/Editor(s): Najmul Hoda (Umm Al-Qura University)and Arshi Naim (King Kalid University, Saudi Arabia)
DOI: 10.4018/978-1-6684-8953-6.ch001

Keywords: Information Science Reference / Media & Communications / Social Computing / Social Networking

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Abstract

The success of any organization is dependent, to an extent, on a marketing manager's aptitude to advance social capital within the company's global network. In this chapter, the authors have developed a prototype to present the application of individual social capital at the bottom level to contribute in building the organizational social capital at the global level. They developed a hypothesis that the social capital of customers, business partners, and governing agencies are the critical success factors to explain the performance of the organization and contribute in improving the customer values. General marketing policies are not applicable at the organizational level; therefore, based on the factors of organization, marketing strategies should be deployed. This chapter analyses the factors at individual as well as organizational levels for employing and marketing the social capital at a global level.

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Impact of Individual and Organizational Social Capital of Marketing in a Global Network

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