CUSTOMER ENGAGEMENT WITH A BRAND IN THE CONTEXT OF SOCIAL MEDIA

Magdalena Hofman-Kohlmeyer ()
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Magdalena Hofman-Kohlmeyer: University of Economics in Katowice, Faculty of Informatics and Communication

CBU International Conference Proceedings, 2017, vol. 5, issue 0, 172-177

Abstract: Nowadays, a strong brand is one of the most valuable assets of a company. In order to obtain this asset, the growing ranks of enterprises decide to include social media in their marketing strategy. Social media gives the possibility to have customers highly engaged with a brand. The present article is aimed to give an outlook on the process of building customer engagement in a brand throughout social media. The presented approach is based on a literature review.INTRODUCTION: The meaning of social media in engaging customers is widely acknowledged. In order to building a strong brand and make current customers loyal, the growing ranks of managers decide to include social media in their marketing strategy.OBJECTIVES: The present article is aimed to give a theoretical outlook on engaging a customer with a brand throughout social media.METHODS: To achieve the assumed goals the author presents a literature review.RESULTS: The literature review offers some directives on how to make customer engage with a brand, information on how this process should proceed and information about the profits which can the brand obtain.CONCLUSION: Social media gives an opportunity to make customers highly engaged in a brand. The building of customer engagement throughout social media takes place through the following process: connection, interaction, satisfaction, retention, commitment, advocacy and customer engagement. Social media is also treated as a source of mass communication. One-to-one communication between stakeholders and firm-to-firm communication exert a positive impact on brand trust. In terms of customer-to-customer communication, there are some doubts. The authors also indicated the vital role of content quality and the occurrence of negative conversations on the fan page.

Keywords: customer engagementsocial media; brand (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:5:y:2017:i:0:p:172-177

DOI: 10.12955/cbup.v5.920

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