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Article

Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

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Faculty of Finance-Banking, Accounting and Business Administration, Titu Maiorescu University, 040051 Bucharest, Romania
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Faculty of Economic Sciences, 1 Decembrie 1918 University, 510009 Alba-Iulia, Romania
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Faculty of Economics and Business Administration, Dimitrie Cantemir Christian University, 040051 Bucharest, Romania
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Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science and Technology of Targu Mures, 540139 Targu Mures, Romania
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Author to whom correspondence should be addressed.
Academic Editor: Sergio W. Carvalho
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1702-1717; https://doi.org/10.3390/jtaer16050096
Received: 11 April 2021 / Revised: 17 May 2021 / Accepted: 26 May 2021 / Published: 27 May 2021
The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies. View Full-Text
Keywords: social media; digital marketing; interactive communication online consumer; brand equity; relationship quality; public relations social media; digital marketing; interactive communication online consumer; brand equity; relationship quality; public relations
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MDPI and ACS Style

Oncioiu, I.; Căpușneanu, S.; Topor, D.I.; Tamaș, A.S.; Solomon, A.-G.; Dănescu, T. Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1702-1717. https://doi.org/10.3390/jtaer16050096

AMA Style

Oncioiu I, Căpușneanu S, Topor DI, Tamaș AS, Solomon A-G, Dănescu T. Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1702-1717. https://doi.org/10.3390/jtaer16050096

Chicago/Turabian Style

Oncioiu, Ionica; Căpușneanu, Sorinel; Topor, Dan I.; Tamaș, Attila S.; Solomon, Alina-Georgiana; Dănescu, Tatiana. 2021. "Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1702-1717. https://doi.org/10.3390/jtaer16050096

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