Relationship Development with Customers on Facebook: A Critical Success Factors Model

Publisher:
IEEE Computer Society
Publication Type:
Conference Proceeding
Citation:
Proceedings of the 48th Hawaii International Conference on System Science, 2015, pp. 1889 - 1898
Issue Date:
2015-01-08
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Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the literature, content analysis of online discussions, and a set of interviews with SNS experts, this study has developed a critical success factor model for effective customer relationship management on Facebook. The model suggests seven critical factors: (i) Develop a strategic SNS plan, (ii) Ability to measure and monitor outcomes, (iii) Integrating SNS activities with other forms of marketing, (iv) Let the users/consumers participate, (v) Being committed to SNS task, (vi) Regular updates on the SNS, and (vii) Try to be honest and authentic during the campaign.
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