Responses to Communication Techniques used in Building Customer Relationships within Online Social Networks- A Qualitative Approach

Alexandra Perju-Mitran ()
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Alexandra Perju-Mitran: Romanian-American University

Romanian Economic Business Review, 2018, vol. 13, issue 1, 35-47

Abstract: In online marketing communication practices that target the individual consumer, online social networks are a useful channel both in terms of consumer engagement and involvement in communication involvement and in terms of loyalty. In order to motivate the usefulness of introducing the online social network as a communication channel within online policy options, we considered a description of effective marketing communications from the consumer perspective as relevant, by emphasizing attributes that motivate the intent to seek additional information, to become involved in the communication activity by disseminating information, to make a purchase, or to become loyal to a brand or company.

Keywords: consumer behavior; online communication; online techniques; online social networks; promotional techniques (search for similar items in EconPapers)
Date: 2018
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