Interaction between Consumers and Businesses through Social Media: Trends and Future

View Sample PDF

Author(s): Huliane Medeiros da Silva (Universidade Federal do Rio Grande do Norte, Brazil), Gilson Gomes da Silva (Universidade Federal do Rio Grande do Norte, Brazil)and Flavius da Luz e Gorgônio (Universidade Federal do Rio Grande do Norte, Brazil)
Copyright: 2015
Pages: 19
Source title: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch072

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View on the publisher's website for pricing and purchasing information.

Abstract

For a great deal of people, social media is the gateway to the Internet and it would not be feasible use of the network if it was not through them. Social media revolutionized not only the Internet but also the way people communicate and, consequently, the way consumers and businesses interact. Therefore, companies need to know and master the use of social media for competitive advantage. The current forms of interaction between businesses and consumers still leave much to be desired and it is not rare to find companies that make mistakes in the process of communication with their consumers through social media. This chapter aims to evaluate the communication channels based on social media used by businesses and consumers, showing successful and non-successful cases in the communication process and suggesting trends of usage of these channels more efficiently.

The IRMA Community

Research IRM

Interaction between Consumers and Businesses through Social Media: Trends and Future

Purchase

Abstract

Related Content

IRMA Sponsors