Increasing sales performance through social media activities
- SOCIAL MEDIA PLATFORMS PRESENT UNIQUE POSSIBILITIES FOR COMPANIES TO INTERACT WITH THEIR CUSTOMERS AND TAKE UP A KEY ROLE IN BUILDING RELATIONSHIPS. HOWEVER, LITTLE IS KNOWN CONCERNING THE FINANCIAL RETURN ON INVESTMENT FROM SOCIAL MEDIA ENGAGEMENT AND SPECIFIC STRATEGIES TO LEVERAGE IT. THE ANALYSIS OF OVER 1.5 MILLION TWEETS REVOLVING AROUND TEN CAR MANUFACTURERS SUGGESTS THAT COMPANIES CAN INCREASE THEIR SALES VOLUME THROUGH GREATER RELATIONSHIP INVESTMENT AND BY ADOPTING A SOCIAL MEDIA STRATEGY THAT PROMOTES THE USERS’ RELATIONSHIP SATISFACTION.
| Author: | Marten Risius, Janek Benthaus, Fabian Akolk |
|---|---|
| URN: | urn:nbn:de:hebis:30:3-580014 |
| ISSN: | 1866-1238 |
| Parent Title (English): | EFL quarterly : an E-Finance Lab publication |
| Publisher: | E-Finance Lab e.V. |
| Place of publication: | Frankfurt am Main |
| Document Type: | Article |
| Language: | English |
| Year of Completion: | 2016 |
| Year of first Publication: | 2016 |
| Publishing Institution: | Universitätsbibliothek Johann Christian Senckenberg |
| Release Date: | 2021/01/28 |
| Volume: | 2016 |
| Issue: | 4 |
| Page Number: | 3 |
| First Page: | 6 |
| Last Page: | 8 |
| HeBIS-PPN: | 477487580 |
| Institutes: | Angeschlossene und kooperierende Institutionen / E-Finance Lab e.V. |
| Dewey Decimal Classification: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
| Sammlungen: | Universitätspublikationen |
| Licence (German): |  Deutsches Urheberrecht |
