Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations
The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an eq...
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Format: | Article |
Language: | English |
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MDPI AG
2021-05-01
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Series: | Journal of Theoretical and Applied Electronic Commerce Research |
Subjects: | |
Online Access: | https://www.mdpi.com/0718-1876/16/5/96 |
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author | Ionica Oncioiu Sorinel Căpușneanu Dan Ioan Topor Attila Szora Tamaș Alina-Georgiana Solomon Tatiana Dănescu |
author_facet | Ionica Oncioiu Sorinel Căpușneanu Dan Ioan Topor Attila Szora Tamaș Alina-Georgiana Solomon Tatiana Dănescu |
author_sort | Ionica Oncioiu |
collection | DOAJ |
description | The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies. |
first_indexed | 2024-03-10T08:00:27Z |
format | Article |
id | doaj.art-d376449c49fd4a78bb820a1d4f877be1 |
institution | Directory Open Access Journal |
issn | 0718-1876 |
language | English |
last_indexed | 2024-03-10T08:00:27Z |
publishDate | 2021-05-01 |
publisher | MDPI AG |
record_format | Article |
series | Journal of Theoretical and Applied Electronic Commerce Research |
spelling | doaj.art-d376449c49fd4a78bb820a1d4f877be12023-11-22T11:30:39ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762021-05-011651702171710.3390/jtaer16050096Fundamental Power of Social Media Interactions for Building a Brand and Customer RelationsIonica Oncioiu0Sorinel Căpușneanu1Dan Ioan Topor2Attila Szora Tamaș3Alina-Georgiana Solomon4Tatiana Dănescu5Faculty of Finance-Banking, Accounting and Business Administration, Titu Maiorescu University, 040051 Bucharest, RomaniaFaculty of Finance-Banking, Accounting and Business Administration, Titu Maiorescu University, 040051 Bucharest, RomaniaFaculty of Economic Sciences, 1 Decembrie 1918 University, 510009 Alba-Iulia, RomaniaFaculty of Economic Sciences, 1 Decembrie 1918 University, 510009 Alba-Iulia, RomaniaFaculty of Economics and Business Administration, Dimitrie Cantemir Christian University, 040051 Bucharest, RomaniaFaculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science and Technology of Targu Mures, 540139 Targu Mures, RomaniaThe spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies.https://www.mdpi.com/0718-1876/16/5/96social mediadigital marketinginteractive communication online consumerbrand equityrelationship qualitypublic relations |
spellingShingle | Ionica Oncioiu Sorinel Căpușneanu Dan Ioan Topor Attila Szora Tamaș Alina-Georgiana Solomon Tatiana Dănescu Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations Journal of Theoretical and Applied Electronic Commerce Research social media digital marketing interactive communication online consumer brand equity relationship quality public relations |
title | Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations |
title_full | Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations |
title_fullStr | Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations |
title_full_unstemmed | Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations |
title_short | Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations |
title_sort | fundamental power of social media interactions for building a brand and customer relations |
topic | social media digital marketing interactive communication online consumer brand equity relationship quality public relations |
url | https://www.mdpi.com/0718-1876/16/5/96 |
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