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Running head: INFLUENCE OF SOCIAL MEDIA1

Influence of Social Media

Brenda Rouse

BUS 600 Management Communications with Technology Tools

Instructor: Raj Singh

January 7, 2019

INFLUENCE OF SOCIAL MEDIA5

Influence of Social Media

Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582.

The article explores the different ways in which many corporations seek to maximize their profits, productivity and sustain their competitive advantage through social media. The authors of this article focus on the active role that these businesses play when interacting with their customers. Using social media, the authors reveal that many companies engage their customers through social media. The companies offer management responses through social media to increase the satisfaction levels of their customers. Through online management, corporations that operate in hotel management services, the customers can quickly get satisfactory answers or help them in the overall control of the clientele base as well as potential customers. Social media helps in the increased brand awareness and trust from the customers because the customers manage to get quick and satisfactory responses. Therefore, the findings of the article prove that social media has created a significant influence on business and the manner in which they interact with their customers.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of interactive marketing, 28(2), 149-165.

Consumer-brand relations in the corporate world has emerged as the most significant aspect that influences the sustainability of any business. While exploring the nature of progress a business makes especially by helping in brand development, social media is the most vital medium. Since consumers seek to understand their favorite brands, they have always found it easy to access information through social media platforms such as Facebook, Twitter, the internet and different websites. Similarly, business has developed a tendency to build their brands by engaging their customers through social media. In the 21st century, the consumer brand engagement (CBE) is a concept that has received great acclamation. Therefore, companies enjoy the divers and an increasing number of consumers that access services and products through online platforms. In this way, it has been noted that CBE has been improved through social media and, thus, this has influenced the consumer-brand relations significantly. In this way, the different consumers display various behaviors and emotions because of the influence of social media.

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.

In this article, the authors focus on the field of tourism, which they claim that has been under-researched. The authors highlight that tourism management especially in integrating music festivals into the tourism sector has been continually improved because of social media. The authors emphasize that social media has helped the tourism industry to market its services and more significantly, the interesting musical festivals that are integrated into the sector. Companies that deal in social media have increasingly relied on social media in the overall communication and marketing of their services to customers worldwide. The findings of the article redirect corporations to the examination of the interactions between the brand and the customers online, primarily through social media platforms. The article concludes that social media plays a vital role in influencing the motions as well as the attachments to festival brands in the tourism industry. Therefore, social media-based relations developed thereof help in desired outcomes in improving the tourism industry.

Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.

A significant observation that the authors of this article make is the overlapping nature of the brand community and social media. In this way, the article focuses on proving that social media is the best environment in which businesses can develop their brands. Social media has always influenced brand communities since the interactions of the company, the customers and the products help in creating brand trust. The authors of the article highlight that the communication amongst the brand community elements creates a great significance in the overall amplification of the brand trust. The medium through which the brand trust is achievable is the adoption of social media strategy in every company. The brand, product, company, and consumers are the elements that the authors of this article identify as significant in achieving the brand community and social media relationship. In the 21st century, social media plays a vital role in these interactions.

Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.

Different brands seek ways to sustain their competitive advantage in the corporate world because of the number of competitors and the increasing number of new entrants into the business world. The customer seems to be the primary focus of the diverse brands noted as prospering and marked as favorite to consumers as the authors of this article highlight. While the brands seek to connect to their customers with ease, social media has emerged as the leading medium of communication, marketing, delivering feedback and responses. Creating a stable relationship with the customers is based on the effective use of social media to address complaints, respond to customer inquiries and more significantly, the assurance for customers that their needs are met in the unique products that companies manufacture. Using parasocial interaction theory, the authors of the article prove that social media has increased positive outcomes in businesses that entirely depend on it for communication and marketing their brands.

Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.

The authors of this article note that there is little understanding of how social media influences the perception of consumers on different brands. An investigation on Facebook users reveals that many companies that concentrate on firm created and user-generated social media communication as significant in brand equity improvement. Similarly, the purchase intention of the customers, brand attitude as noted on social media remains crucial in sustaining the competitive advantage of a company and its brand. User-generated social media communication as the author's highlight is critical in improving brand equity as well as the brand attitude of the customers. Additionally, brand equity as well as a brand attitude as derived from social media communication help in influencing purchase intention positively. Therefore, all companies that engage their customers through social media stand a chance of gaining significantly.

INFLUENCE OF SOCIAL MEDIA5

References

Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582.

Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.

Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.

Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.