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Social Media As A Component Of The Value Chain To Gain Competitive Advantage In Sales

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  • Rãzvan-Andrei CORBO?
  • Ovidiu-Iulian BUNEA
  • Ruxandra-Irina POPESCU
  • Andreea-Ileana ZAMFIR

Abstract

Social media is increasingly present in the lives of customers and in the processes of companies, growing in popularity with each passing day. This paper highlights the opportunity to use social media as a component of the value chain to gain a competitive advantage in sales. The main objective of the paper thus becomes the provision of empirical evidence regarding the importance of social media for sales and of the elements that determine the customers to buy using various social networks. The data for this research were collected using a questionnaire, applied online between July and September 2019 and were analyzed using the IBM SPSS 20.0 statistical program. The results thus obtained underlined that the customer's decision to buy using social media will be influenced by the preference to buy online, the knowledge about the tools made available by social media, the positive perception on the influence of social networks in the purchase process and the preference to communicate with companies on social networks.

Suggested Citation

  • Rãzvan-Andrei CORBO? & Ovidiu-Iulian BUNEA & Ruxandra-Irina POPESCU & Andreea-Ileana ZAMFIR, 2019. "Social Media As A Component Of The Value Chain To Gain Competitive Advantage In Sales," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 702-710, November.
    • Handle: RePEc:rom:mancon:v:13:y:2019:i:1:p:702-710
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    References listed on IDEAS

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    Cited by:

    1. Ariful Islam & Adil Mansoor & Mostafizur Rahman & Sazali Abd Wahab, 2020. "Adjusting A Strategic Cash-Flow Model For Bangladeshi Small And Medium Enterprises: The Art Of Surviving Covid-19 Emergency," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(5), pages 194-213, October.

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