The impact of social media marketing on customer relationship development

Aleksandra Stojiljković

doi:10.5937/jouproman7-22586

Abstract

The research of digital marketing trends has shown that Social Media Marketing is at the very top of the list in popularity among digital marketing techniques on a global level. Numerous arguments which can be found in specialized and scientific literature illustrating the importance of Social Media Marketing in contemporary marketing practice, as well as the obvious topicality of this media, have been reason enough for further research. Considering the fact that customers and customer relationship development have become business imperative of every company, this marketing technique has been studied within the context of customer relationship development. The research results show that Social Media Marketing greatly influences customer relationship development.

Highlights

Social media has become a global phenomenon since the expected number of social media users worldwide (Statista, 2019) will reach about 3.02 billion monthly active social media users till 2021, which makes up about one-third of the total population on Earth
Considering that the paper’s aim was to examine the impact of social media marketing on customer relationship development, the focus is set on the segment of the original model which refers to customer relationship and which comprises three key areas: (1) information strategy, (2) feel and serve and (3) trust and loyalty
The research has proven that social media marketing has an impact on customer relationship, and that there is a positive correlation between them

Summary

Introduction

Social media has become a global phenomenon since the expected number of social media users worldwide (Statista, 2019) will reach about 3.02 billion monthly active social media users till 2021, which makes up about one-third of the total population on Earth. Internet users worldwide spend about 135 minutes per day surfing social networks All this indicates great social media potential and it prompts global brands and its marketing experts to use that potential to promote their products and services through social media marketing or to use social media for advertising. Reasons for social media marketing popularity (Wang and Abdullayeva, 2011) have been seen in the fact that social media is important for online business transactions due to their positive effect on customer satisfaction They think that online “word-of-mouth” and generating users’ data by the sellers, as two significant aspects of social media, have a positive impact on the user’s intention to buy a product

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Conclusion