Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

Ionica Oncioiu,Dan Topor,Alina-Georgiana Solomon,Sorinel Căpușneanu,Tatiana Dănescu,Attila Tamaș

doi:10.3390/jtaer16050096

Abstract

The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies.

Highlights

Faculty of Finance-Banking, Accounting and Business Administration, Titu Maiorescu University, Faculty of Economic Sciences, 1 Decembrie 1918 University, 510009 Alba-Iulia, Romania; Faculty of Economics and Business Administration, Dimitrie Cantemir Christian University, Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science and
The main themes tackled in the questionnaire were symmetrical communication considering building and maintaining brand equity, the individual roles of public relation (PR) in communication, the importance of communication oriented towards dialogue between company and customers, and the evaluation of the quality of the relationship between them
The economic development prospects of the companies of the future are under the sign of digitalization, the communication between them and consumers will transcend

Summary

Introduction

Faculty of Finance-Banking, Accounting and Business Administration, Titu Maiorescu University, Faculty of Economic Sciences, 1 Decembrie 1918 University, 510009 Alba-Iulia, Romania; Faculty of Economics and Business Administration, Dimitrie Cantemir Christian University, Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science and. Communication on social media is often accompanied by the hope of being able to interact on an equal footing In this way, companies hope that the use of social networks will increase sales, and increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers To achieve this goal, an online questionnaire was used in which. The Internet is no longer only used to obtain information, and to build online communities In this context, from the perspective of social marketing, social networks can be understood as a recommended form of marketing [10,11]. These networks give companies the opportunity to develop a stronger relationship with the target group (customers) and to strengthen brand loyalty [12,13]

Objectives

Methods

Findings

Conclusion