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Relationship Development with Customers on Facebook: A Critical Success Factors Model | IEEE Conference Publication | IEEE Xplore

Relationship Development with Customers on Facebook: A Critical Success Factors Model


Abstract:

Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the ...Show More

Abstract:

Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the literature, content analysis of online discussions, and a set of interviews with SNS experts, this study has developed a critical success factor model for effective customer relationship management on Facebook. The model suggests seven critical factors: (i) Develop a strategic SNS plan, (ii) Ability to measure and monitor outcomes, (iii) Integrating SNS activities with other forms of marketing, (iv) Let the users/consumers participate, (v) Being committed to SNS task, (vi) Regular updates on the SNS, and (vii) Try to be honest and authentic during the campaign.
Date of Conference: 05-08 January 2015
Date Added to IEEE Xplore: 30 March 2015
Electronic ISBN:978-1-4799-7367-5
Print ISSN: 1530-1605
Conference Location: Kauai, HI, USA

References

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