Traditionally, companies used to establish relationships with customers through marketing activities like reward programs and direct marketing. Today, customers are participating as co-creators and sharers of brand content pages, which allowing viral effects and creating opportunities for word-of-mouth promotion.In this book on "Customer Engagement in Social Media" we have developed a conceptual model to show the linkages between the constructs of customer engagement through social media and stages of consumers' decision-making process.Consumers can connect with the firm either directly...
Traditionally, companies used to establish relationships with customers through marketing activities like reward programs and direct marketing. Today,...
