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Social media strategy for online service brands

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  • Adam J. Mills
  • Kirk Plangger

Abstract

Research on service brands' participation in online activities has focused largely on Internet-enabled transactions and functional interactions between the firm and the customer. Most research discussing social media for online services position it as an extension of offline customer service activities and secondary in marketing importance to branded websites. This research explores the role of social media for online service brands rather as a set of online communication channels that enable the development and nurturing of brand-consumer relationships and trust, particularly relevant for high-involvement services dealing with private consumer information. Social media are further treated as a strategic means of mitigating consumer perceptions of risk of high-involvement online services, particularly those transitioning from offline to online environments. To conclude, a prescriptive managerial process for the development, management and measurement of online service brand and customer relationship management strategies on social media is proposed.

Suggested Citation

  • Adam J. Mills & Kirk Plangger, 2015. "Social media strategy for online service brands," The Service Industries Journal, Taylor & Francis Journals, vol. 35(10), pages 521-536, July.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:10:p:521-536
    DOI: 10.1080/02642069.2015.1043277
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    Cited by:

    1. Lukasz Damurski & Jacek Pluta & Jerzy Ładysz & Magdalena Mayer-Wydra, 2019. "Online or Offline Services for Urban Neighbourhoods?: Conceptualisation of Research Problems," International Journal of E-Planning Research (IJEPR), IGI Global, vol. 8(1), pages 50-67, January.
    2. J. F. Juliá-Igual & R. Cervelló-Royo & I. Berné-Lafuente, 2017. "Market value analysis of a Chinese e-commerce holding group: a multicriteria approach," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 475-490, September.
    3. Drita Bejtullahi & Alba Robert Dumi, 2018. "International Instruments Related to Industrial Property: An Empirical Analysis and a Case Study," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 1, ejme_v1_i.
    4. Watanabe, Nicholas M. & Kim, Jiyeon & Park, Joohyung, 2021. "Social network analysis and domestic and international retailers: An investigation of social media networks of cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Nicholas O Mantey & Vannie Naidoo, 2018. "Emerging Information Technologies and Delivering of Service Quality to Air Passengers: Case of South African Own-Registered Airlines," Journal of Economics and Behavioral Studies, AMH International, vol. 10(1), pages 194-206.
    6. Francisco José García-Peñalvo, 2021. "Avoiding the Dark Side of Digital Transformation in Teaching. An Institutional Reference Framework for eLearning in Higher Education," Sustainability, MDPI, vol. 13(4), pages 1-16, February.

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