IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v35y2015i10p521-536.html
   My bibliography  Save this article

Social media strategy for online service brands

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2015.1043277
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2015.1043277?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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, May - Aug.
    3. 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).
    4. 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.
    5. 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.
    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.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:35:y:2015:i:10:p:521-536. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.