An Exploration into the Nature of Comments on Facebook (Page of Large Indian Organizations)

Rajan Yadav ()
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Rajan Yadav: Delhi Technological University

Chapter Chapter 8 in Managing in Recovering Markets, 2015, pp 103-112 from Springer

Abstract: Abstract Computer-mediated communication (CMC) has redefined the art of communicating with a customer. The Internet, especially social networking sites (SNSs), has disrupted the traditional mass media business model of approaching to the customer and provides an opportunity to strike a dialogue between customer and marketer on real-time basis. Over the years, SNSs have emerged as a platform to share positive and unsatisfactory product or service experience in the form of writing posts or wall-based conversation among a large number of community members. Marketers worldwide are using SNSs as a means of managing their recovery from a crisis. The aim of this study is to analyze the extent of participation by Indian customers and organizations on such conversation on virtual communities. The information was collected from the official Facebook page of 25 different companies selected across five major sectors of the Indian economy from the ET-500 ranking for 2012. The study observed that large Indian organizations do not consider such comment as a feedback and an opportunity to improve their image and public relation. The study is the first of its kind that provides some empirical evidences to marketers, researchers, customers, and others on such an emerging paradigm of consumer phenomenon in India.

Keywords: Social networking sites; Customer expression; Communication technology; Facebook (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-81-322-1979-8_8

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DOI: 10.1007/978-81-322-1979-8_8

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