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The effect of Social Media on Relationship Marketing

The effect of Social Media on Relationship Marketing

Paperback

Marketing

ISBN10: 3659139262
ISBN13: 9783659139260
Publisher: Lap Lambert Academic Pub
Published: Jun 11 2012
Pages: 64
Weight: 0.23
Height: 0.15 Width: 6.00 Depth: 9.00
Language: English
The goal of this study is to test what effects positive word of mouth has on relationship management. The relationship between customers and organizations has become a very popular topic recently. However the existing literature doesn't include anything related to the upcoming phenomenon 'social network sites'. There is not much research about the effects and value of these social networks in the whole CRM process. This study will try to close the gap or make start for further research. Through an online survey, there will be tested what effects positive word of mouth through social media has on the variables of relationship management and whether this effect has any further positive influences.

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