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Responses to Communication Techniques used in Building Customer Relationships within Online Social Networks- A Qualitative Approach

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  • Alexandra Perju-Mitran

    (Romanian-American University)

Abstract

In online marketing communication practices that target the individual consumer, online social networks are a useful channel both in terms of consumer engagement and involvement in communication involvement and in terms of loyalty. In order to motivate the usefulness of introducing the online social network as a communication channel within online policy options, we considered a description of effective marketing communications from the consumer perspective as relevant, by emphasizing attributes that motivate the intent to seek additional information, to become involved in the communication activity by disseminating information, to make a purchase, or to become loyal to a brand or company.

Suggested Citation

  • Alexandra Perju-Mitran, 2018. "Responses to Communication Techniques used in Building Customer Relationships within Online Social Networks- A Qualitative Approach," Romanian Economic Business Review, Romanian-American University, vol. 13(1), pages 35-47, March.
    • Handle: RePEc:rau:journl:v:13:y:2018:i:1:p:35-47
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    References listed on IDEAS

    as
    1. Tran Thi Kim Phuong & Tran Trung Vinh, 2017. "Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page," Asian Social Science, Canadian Center of Science and Education, vol. 13(6), pages 133-133, June.
    2. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
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