Exploring the Role of Social Media in Relationship Marketing: Insights into Customer Engagement and Brand Relationship Quality

Maria Olearova (), Richard Fedorko () and Štefan Kráľ ()
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Maria Olearova: University of Prešov
Richard Fedorko: University of Prešov
Štefan Kráľ: University of Prešov

A chapter in Eurasian Business and Economics Perspectives, 2025, pp 109-127 from Springer

Abstract: Abstract Social media has become a pivotal tool for brands to cultivate and reinforce relationships with their customers. The effective use of social media can significantly contribute to the practice of relationship marketing (RM) and the development of a loyal customer base. This research aims to enhance our understanding of relationship marketing within the framework of social media by synthesizing scientific insights. The article explores diverse viewpoints among researchers regarding the role and significance of relationship marketing and social media. It also summarizes empirical studies addressing this topic and delves into the core components of this concept: customer engagement (CE) and brand relationship quality (BRQ). The study’s findings indicate that social media platforms are powerful interactive tools for achieving relationship marketing objectives across various social domains. The study contributes to the academic discourse by offering a more comprehensive understanding of the theoretical framework surrounding the use of social media in relationship marketing. This research is valuable not only for theoretical exploration but also as a foundation for future empirical studies on consumer-brand relationships. By clarifying the role of social media in RM, this study offers insights that could inform more effective marketing strategies.

Keywords: Relationship marketing; Social media; Customer engagement; Brand relationship quality (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-84319-8_7

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DOI: 10.1007/978-3-031-84319-8_7

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