Relationship development with customers on facebook: A critical success factors model
- Publication Type:
- Conference Proceeding
- Proceedings of the Annual Hawaii International Conference on System Sciences, 2015, 2015-March pp. 1889 - 1898
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© 2015 IEEE. 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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