The influence of social media on relationship marketing

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• INTRODUCTION
  • STUDY RATIONALE
  • RESEARCH OBJECTIVES
  • RESEARCH QUESTION
• LITERATURE REVIEW
  • SOCIAL MEDIA
    • Theories Related to Social Media
  • EVALUATING THE SOCIAL MEDIA IMPRESSION
  • RELATIONSHIP MARKETING
  • MARKETING AND THE SOCIAL WEB
• RESEARCH METHODOLOGY
• FINDINGS & ANALYSIS
  • SURVEY QUESTIONNAIRE
• CONCLUSION
• REFERENCES
• APPENDIX

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study delves into the impact of social media on relationship marketing, specifically exploring how social media platforms have changed the dynamics of customer relations in business. Taking Starbucks Coffee as a case study, the research aims to analyze the company's utilization of social media in promotional strategies. The study aims to understand the essence of social media and its relationship with relationship marketing, as well as the options available to marketers within this sphere. The impact of technological advancements on social media will also be considered.

• The impact of social media on relationship marketing
• The role of social media in building customer relationships
• The options available to marketers within the social media landscape
• The influence of technological advancements on social media marketing strategies
• The effectiveness of social media for building customer loyalty and trust

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction establishes the significance of social media in the contemporary business world and its influence on the customer-company relationship. The study rationale highlights the importance of marketers adapting to technological advancements in social media to maintain a competitive edge and develop customer loyalty. The research objectives outline the key areas of investigation, including understanding the essence of social media and relationship marketing, examining the connection between the two, and exploring the options available to marketers within the realm of social media. The research question explores the nature of the relationship between social media and relationship marketing, the role of social media in this context, the options available to marketers, and the impact of technological progress on social media marketing strategies. The literature review delves into the concept of social media, outlining its various facets and exploring relevant theories that explain its effectiveness in communication.

Schlüsselwörter (Keywords)

The core focus of this study is on social media and relationship marketing. It explores the evolving landscape of social media and its impact on customer relationships, particularly within the context of a case study centered on Starbucks Coffee. Key terms include social media, relationship marketing, customer relationships, marketing strategies, technological advancements, and customer loyalty.