The Effect of Social Media on Relationship Marketing Outcomes

• 발행기관: 제주대학교 관광과경영경제연구소
• 저자명: Yong cheol Hwang
• 간행물 정보: 『산경논집』산경논집 제31집, 143~166쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.08.25

영문 초록

Given that the majority of businesses are using social media as a marketing tool, this article investigates whether social media actually contributes to building and maintaining relationships with consumers. Specifically, social media is conceptualized as a part of relationship investment, and tested for its influence on satisfaction, loyalty and word of mouth behaviors through the mediator of relationship quality. Results indicate that social media followers perceive higher levels of relationship investment, report higher perceptions of relationship quality, and have higher levels of customer satisfaction, loyalty and positive word of mouth intentions with the organization than do non-followers. Taken together, these findings indicate that social media does seem to influence key relationship marketing variables that lead to more relational consumers.

목차

Abstract

1. Introduction

2. Conceptual Framework

3. Research Methodology

4. Analysis of Hypotheses and Results

5. Discussion

6. Implications for Managers

7. Limitations

8. Conclusions

References

키워드

social media relationship marketing relationship quality relationship investment