Engaging social customers : influencing new marketing strategies for social media information sources
Contribuinte(s) |
Khachidze, Vasil Wang, Tim Sohail, Siddiqui Liu, Vincent Cappuccio, Sergio Lim, Alicia |
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Data(s) |
2012
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Resumo |
A global, online quantitative study among 300 consumers of digital technology products found the most reliable information sources were friends, family or word of mouth (WOM) from someone they knew, followed by expert product reviews, and product reviews written by other consumers. The most unreliable information sources were advertising or infomercials, automated recommendations based on purchasing patterns or retailers. While a very small number of consumers evaluated products online, rating of products and online discussions were more frequent activities. The most popular social media websites for reviews were Facebook, Twitter, Amazon and e-Bay, indicating the importance of WOM in social networks and online media spaces that feature product reviews as it is the most persuasive piece of information in both online and offline social networks. These results suggest that ‘social customers’ must be considered as an integral part of a marketing strategy. |
Identificador | |
Publicador |
Springerlink |
Relação |
DOI:10.1007/978-3-642-34447-3_3 Gligorijevic, Barbara & Luck, Edwina (2012) Engaging social customers : influencing new marketing strategies for social media information sources. In Khachidze, Vasil, Wang, Tim, Sohail, Siddiqui, Liu, Vincent, Cappuccio, Sergio, & Lim, Alicia (Eds.) Engaging Social Customers : Influencing New Marketing Strategies for Social Media Information Sources : International Conference, iCETS 2012, Springerlink, Tianjin Tianyu Hotel, Tianjin, China, pp. 25-40. |
Fonte |
ARC Centre of Excellence for Creative Industries and Innovation; QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #080000 INFORMATION AND COMPUTING SCIENCES #150302 Business Information Systems #150500 MARKETING #social media #word of mouth marketing #marketing strategies |
Tipo |
Conference Paper |