SOCIAL MEDIA AS A COMPONENT OF THE VALUE CHAIN TO GAIN COMPETITIVE ADVANTAGE IN SALES

Rãzvan-Andrei Corbo?, Ovidiu-Iulian Bunea, Ruxandra Popescu and Andreea-Ileana Zamfir

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2019, vol. 13, issue 1, 702-710

Abstract: Social media is increasingly present in the lives of customers and in the processes of companies, growing in popularity with each passing day. This paper highlights the opportunity to use social media as a component of the value chain to gain a competitive advantage in sales. The main objective of the paper thus becomes the provision of empirical evidence regarding the importance of social media for sales and of the elements that determine the customers to buy using various social networks. The data for this research were collected using a questionnaire, applied online between July and September 2019 and were analyzed using the IBM SPSS 20.0 statistical program. The results thus obtained underlined that the customer's decision to buy using social media will be influenced by the preference to buy online, the knowledge about the tools made available by social media, the positive perception on the influence of social networks in the purchase process and the preference to communicate with companies on social networks.

Keywords: competitiveness; sales; social media; value chain. (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:13:y:2019:i:1:p:702-710

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