Use of Social Media by Companies: An Exploratory Study

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Author(s): Amir Manzoor (Karachi School of Business and Leadership, Pakistan)
Copyright: 2023
Pages: 23
Source title: Big Data Marketing Strategies for Superior Customer Experience
Source Author(s)/Editor(s): Jose Ramon Saura (Rey Juan Carlos University, Spain)
DOI: 10.4018/978-1-6684-6454-0.ch008

Keywords: Business Science Reference / Data Analysis & Statistics / Library & Information Science / Marketing and Consumer Behavior

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Abstract

There is no doubt that social media (SM) has changed the fundamental nature of customer-company interaction and communication. The extant literature on SM use is focused on the mechanics of SM use and the possible benefits that companies can achieve. The literature has also identified number of managerial challenges associated with SM use in companies. However, the literature is fragmented when it comes to the question as to how these benefits can be realized by companies. This study attempts to provide a comprehensive coverage of the SM use by the companies. This study also reviews various managerial challenges associated with SM data use and provides recommendations to deal with these challenges.

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Use of Social Media by Companies: An Exploratory Study

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