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The New Horizon of Public Relations: Community Management
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Author(s): Zeynep Genel (Okan University, Turkey)
Copyright: 2020
Pages: 15
Source title:
Strategies and Tools for Managing Connected Consumers
Source Author(s)/Editor(s): Ree Chan Ho (Taylor's University, Malaysia)
DOI: 10.4018/978-1-5225-9697-4.ch012
PurchaseView on the publisher's website for pricing and purchasing information.
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Abstract
Consumers pay attention to other consumers' comments, advice, and interactions during the purchase decision process. Besides having a strong impact on consumers' brand decisions, these user-driven contents have an important effect on brand's online reputation, which is very important area for consumers to follow the information about the brand. Therefore, some of the public relations practices will be forced to change by this new communication eco-system. The increasing power of consumer-driven content could lead to the evolution of traditional public relations and marketing communication. Interaction and participation would be the main concepts in the coming future of public relations. Therefore, this chapter aims to explain the effect of consumers' interactions on brand's social media accounts that would lead to their brand selection decisions.
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