Customer Engagement Value and Social Media (PDF)

Essay from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Social media networking are portrayed as modern communication tools possessed from businesses in the new external environment where they operate and their participation in these offers support and stabilization with staggered steps. Thus, it is necessary to analyze these electronic areas, in order to identify opportunities resulting to be used appropriately used by businesses.

The main purpose of this study is to investigate whether social media can influence consumer behavior and thus provide businesses with a competitive advantage over their competitors in the market. For this reason, it is necessary to define social media and identify their characteristics, to analyze consumer behavior and their intention to purchase over social media and the advantages of business participation in social platforms and the increase in customer . Finally, to determine the interactions of users / consumers, who have the leading role in these media, which directly influence their consumption preferences and their relationship with businesses.

Through the analysis of the above, the results is that social networking media are of vital importance and should be included in each strategic business plan.