Trust Management Issues in Social-Media Marketing

Vikas Kumar and Prasann Pradhan
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Vikas Kumar: School of Business Studies, Sharda University, Greater Noida, India
Prasann Pradhan: Shri Venkateshwara University, Gajraula, India

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 3, 47-64

Abstract: Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its increasing users has opened up new marketing era for the businesses. However, with enormous growth of the social media and other online channels, the competition has increased worldwide. Correspondingly, the customer retention and satisfaction has come-up as the biggest challenge. It has become necessary to gain and retain the customer trust, so that the existing customers are retained and new customers are attracted. Trust management becomes the most important issue in the online environment to work closely with the existing and potential customers along with the business partners. Present work discusses the important aspects of entrusting, managing and maintaining user trust with the social media marketing strategies. The paper highlights the various prevailing models of the trust management and comes out with the strong arguments to facilitate the user trust for businesses using social media marketing techniques.

Date: 2015
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