The purpose of this project is to conduct an empirical study on the effectiveness of social
customer relationship management on social media (Facebook, YouTube, Google Plus,
Instagram, Pinterest and Twitter) marketing and followership, in the college level consumer
demographic. It is important to understand how businesses can better their communication and
marketing to the consumer, and whether the social medium plays a role in success. With the
growing success and use of social media, businesses must embrace the future. The effectiveness
of social media marketing is difficult to derive because the amount of publicity an advertisement
or business may receive on the internet may heavily depend on word of mouth, click or like.
Social media website may be applied for use as a management system for customers and
marketing with the growth of customer relationship management within social media. Customer
relationship management, or CRM, when factoring in social media or social networking, could
be used an efficient and effective tool for businesses. For this study, college level consumers will
be evaluated to uncover their receptiveness to marketing messages on social media. Significant
research has been done on advertising and communication through social media, and this paper
seeks to prove power of marketing through followership. A survey was conducted to collect
sample data via questionnaires. A multivariate statistical analysis was performed to develop
multiple-regression models, as well as a Pearson’s Correlation model. Results show statistical
significances of the overall models and variances of demographics, immersion, and
communication factor in relation to total followership.
The purpose of this project is to conduct an empirical study on the effectiveness of socialcustomer relationship management on social media (Facebook, YouTube, Google Plus,Instagram, Pinterest and Twitter) marketing and followership, in the college level consumerdemographic. It is important to understand how businesses can better their communication andmarketing to the consumer, and whether the social medium plays a role in success. With thegrowing success and use of social media, businesses must embrace the future. The effectivenessof social media marketing is difficult to derive because the amount of publicity an advertisementor business may receive on the internet may heavily depend on word of mouth, click or like.Social media website may be applied for use as a management system for customers andmarketing with the growth of customer relationship management within social media. Customerrelationship management, or CRM, when factoring in social media or social networking, couldbe used an efficient and effective tool for businesses. For this study, college level consumers willbe evaluated to uncover their receptiveness to marketing messages on social media. Significantresearch has been done on advertising and communication through social media, and this paperseeks to prove power of marketing through followership. A survey was conducted to collectsample data via questionnaires. A multivariate statistical analysis was performed to developmultiple-regression models, as well as a Pearson’s Correlation model. Results show statisticalsignificances of the overall models and variances of demographics, immersion, andcommunication factor in relation to total followership.
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