Social network sites: modeling the new business-customer relationship

Isaias, Pedro, Pifano, Sara and Miranda, Paula (2012). Social network sites: modeling the new business-customer relationship. In Maytham Safar and Khaled Mahdi (Ed.), Social networking and community behavior modeling: qualitative and quantitative measures (pp. 248-265) Hershey, Pennsylvania, USA: IGI Global. doi:10.4018/978-1-61350-444-4.ch014


Author Isaias, Pedro
Pifano, Sara
Miranda, Paula
Title of chapter Social network sites: modeling the new business-customer relationship
Title of book Social networking and community behavior modeling: qualitative and quantitative measures
Place of Publication Hershey, Pennsylvania, USA
Publisher IGI Global
Publication Year 2012
Sub-type Research book chapter (original research)
DOI 10.4018/978-1-61350-444-4.ch014
Open Access Status Not yet assessed
ISBN 9781613504444
1613504446
9781613504451
Editor Maytham Safar
Khaled Mahdi
Chapter number 14
Start page 248
End page 265
Total pages 18
Total chapters 17
Language eng
Abstract/Summary The internet and the emergence of social technologies and platforms are at the origin of new consumer trends. The growing empowerment of customers is having a restructuring impact in business-consumer relationships and it is pressing businesses to uncover new strategies to engage their clients. This chapter argues that the presence of the corporate sector in Social Network Sites (SNSs) presents a successful method of building proficient relationships with customers that are more compliant with the new facets of consumers’ profile and behaviour. This research crosses classical academic literature with case studies available in social media to gather a compilation of challenges and potential solutions to the application of SNSs to business-consumer relationships. This compilation is preceded by an introductory section, which explores the definition and possible applications of SNSs in business, and a section dedicated to an overview of the novel consumer trends.
Keyword Consumer trends
Social network sites
Corporate sector
Business-consumer relationships
Case studies
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Book Chapter
Collection: Institute for Teaching and Learning Innovation Publications
 
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Created: Thu, 17 Nov 2016, 19:37:00 EST by Pedro Isaias on behalf of Institute for Teaching and Learning Innovation