The Effects of Social Media on Brand & Customer Relationships

Social Media Marketing - The Effects of Social Media
on Brand & Customer Relationships
Student Name
research in business
Marketing

Page | 1
Table of Contents
Problem statement 2
Aim and objectives 3
A brief methodology 3
Secondary data and data analysis methods 4
Conclusion 4
References 5

Page | 2
1. Problem statement
The increase in use of social media have changed methods of businesses where they tend
to focus more upon consumers’ needs and to increase brand awareness to market their
products or services (Buttle, 2009). However, today’s businesses need to consider finding
extent to which social media platforms effects marketing tools along with affecting brand
awareness among consumers (ElAydi, 2018). According to Khajuria & Rachna (2014) social
networking sites remains flooded with various advertisements that make consumers explore
purchasing trends in virtual spaces. Companies, on the other hand enthusiastically utilises
such spaces to enhance brand and customer relationships through interactions made on social
media sites. Fong & Yazanifard (2014) claims that websites are powerful tools that gives
shape to public opinion virtually on every commercial aspect. Though social media provides
effective ways to engage customers, researchers claims that it effects people perception
regrading brands significantly (Rosman & Stuhura, 2013).
The popularity and advancement of social media sites have tremendously impacted ways
through which organisations manage their brands and customer relationship management
(Buttle, 2009). Therefore, Thurau, et al. (2010) have cited that organisations must show
creativity while targeting consumers to enhance profiteering and future developments. Social
media marketing channels needs to be integrated with core marketing strategies and
considered as an integral part in relationship management (Kim & Ko, 2013). Ahmed &
Zahid (2014) also suggest that social networking though cannot replace traditional brand-
marketing, but proves to be an effective way to make people aware about products or services
pointedly. Moreover, implications of brand communities’ challenges customer relationship
management in developing and retaining customers along with profitability. Therefore, Hajli
(2013) claims that to know social media influence on customer relationship, organisations