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Social Media Managers' Perceptions o...

Bernsdorf, Tawnya N.

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Social Media Managers' Perceptions of Relationship Marketing and Customer Engagement.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social Media Managers' Perceptions of Relationship Marketing and Customer Engagement./
Author:	Bernsdorf, Tawnya N.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	120 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
Contained By:	Dissertations Abstracts International85-03A.
Subject:	Web studies. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30637991
ISBN:	9798380170079

Social Media Managers' Perceptions of Relationship Marketing and Customer Engagement.
Bernsdorf, Tawnya N.

Social Media Managers' Perceptions of Relationship Marketing and Customer Engagement. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 120 p.

Source: Dissertations Abstracts International, Volume: 85-03, Section: A.

Thesis (Ph.D.)--Capella University, 2023.

This item must not be sold to any third party vendors.

The general business problem explored was the negative influence on a company's market advantage when it does not establish and maintain an effective brand relationship within the influential realm of online social media. The online environment has allowed business leaders to market directly to potential customers. A purposive sample of 12 social media managers was recruited to be participants from the following social media platforms: Facebook, Instagram, and LinkedIn. The research question that guided this study was what are social media managers' perceptions of strategies that influence relationship marketing and customer engagement. Data was collected using semi-structured interviews with each participant using Zoom. The conceptual framework that guided the study was the communications theory. After the data collection, the information was reduced and analyzed using thematic analysis. The themes that emerged from the interview data were that the message (a) needs to provide quality, be authentic, and trendy; (b) engagement with consumers should be consistent, providing interaction to create genuine relationships; (c) influencers must convey trust on whichever platform they use, and (d) segmentation by demographic. The themes presented the need for the online environment to convey authenticity and trust to consumers. Data from this study may benefit marketing practitioners by giving more insight into how online relationships are created to engage customers. Furthermore, new insights may help advance the literature on relationship marketing, customer engagement, and their relevance in marketing and business.

ISBN: 9798380170079Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

customer engagement

Social Media Managers' Perceptions of Relationship Marketing and Customer Engagement.
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500 $a Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
500 $a Advisor: Turner, Freda.
502 $a Thesis (Ph.D.)--Capella University, 2023.
506 $a This item must not be sold to any third party vendors.
520 $a The general business problem explored was the negative influence on a company's market advantage when it does not establish and maintain an effective brand relationship within the influential realm of online social media. The online environment has allowed business leaders to market directly to potential customers. A purposive sample of 12 social media managers was recruited to be participants from the following social media platforms: Facebook, Instagram, and LinkedIn. The research question that guided this study was what are social media managers' perceptions of strategies that influence relationship marketing and customer engagement. Data was collected using semi-structured interviews with each participant using Zoom. The conceptual framework that guided the study was the communications theory. After the data collection, the information was reduced and analyzed using thematic analysis. The themes that emerged from the interview data were that the message (a) needs to provide quality, be authentic, and trendy; (b) engagement with consumers should be consistent, providing interaction to create genuine relationships; (c) influencers must convey trust on whichever platform they use, and (d) segmentation by demographic. The themes presented the need for the online environment to convey authenticity and trust to consumers. Data from this study may benefit marketing practitioners by giving more insight into how online relationships are created to engage customers. Furthermore, new insights may help advance the literature on relationship marketing, customer engagement, and their relevance in marketing and business.
590 $a School code: 1351.
650 4 $a Web studies. $3 2122754
650 4 $a Multimedia communications. $3 590562
653 $a customer engagement
653 $a Relationship marketing
653 $a Social media
653 $a Business
653 $a Brand
690 $a 0338
690 $a 0310
690 $a 0558
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710 2 $a Capella University. $b School of Business, Technology and Health Administration. $3 3555327
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793 $a English
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