Communication Conflicts

Prof Rajagopal

Chapter 10 in Managing Social Media and Consumerism, 2013, pp 195-216 from Palgrave Macmillan

Abstract: Abstract The emergence of advanced information technologies in the global marketplace has offered companies many effective ways of disseminating communication to customers. The ability to deliver consumer-targeted messages and to communicate with stakeholders depends not only on the message positioning but also on the response it elicits (Wreden, 1999). Market communication requires a certain competency level to demonstrate the contents value and its reach to the target audience, irrespective of their education, social background, nationality, and common language. However, most companies have yet to develop the social media communication skills necessary to become successful. Most rely on basic communication skills, which are not sufficient to conceive of communications that will successfully target consumers. Companies need to ensure that they have the following attributes of a good communicator to stay effective in sharing information with their consumers and stakeholders: Good communication is bi-directional and gives scope also to listen from another end. it is necessary to maintain consistency in marketing communications and to predetermine the right place, time, and target audience at which the communication is targeted. Messages once delivered cannot be retrieved and making modifications in the contents may affect their value.

Keywords: Social Medium; Service Quality; Customer Satisfaction; Brand Equity; Store Loyalty (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_10

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137281920

DOI: 10.1057/9781137281920_10

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().