Understanding a company’s social media strategies and customer engagement

Eric K.W. Lau

doi:10.1007/978-3-319-21009-4_34

Understanding a company’s social media strategies and customer engagement

Eric K.W. Lau

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

Social media is becoming imperative in today’s Internet world. A real case study of a company’s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company’s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.

Original language	English
Pages (from-to)	438-450
Number of pages	13
Journal	Lecture Notes in Business Information Processing
Volume	224
DOIs	https://doi.org/10.1007/978-3-319-21009-4_34
Publication status	Published - 2015
Externally published	Yes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Customer engagements
Interpersonal bonds
Social media

Access to Document

10.1007/978-3-319-21009-4_34

Cite this

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title = "Understanding a company{\textquoteright}s social media strategies and customer engagement",

abstract = "Social media is becoming imperative in today{\textquoteright}s Internet world. A real case study of a company{\textquoteright}s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company{\textquoteright}s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.",

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AB - Social media is becoming imperative in today’s Internet world. A real case study of a company’s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company’s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.

KW - Customer engagements

KW - Interpersonal bonds

KW - Social media

UR - https://www.scopus.com/pages/publications/84938703858

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DO - 10.1007/978-3-319-21009-4_34

M3 - Article

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VL - 224

SP - 438

EP - 450

JO - Lecture Notes in Business Information Processing

JF - Lecture Notes in Business Information Processing

ER -

Understanding a company’s social media strategies and customer engagement

Abstract

UN SDGs

Keywords

Access to Document

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