Social networks as a communication, sales and customer service tool. Analysis and effectiveness of eWOM as a marketing strategy

  1. Juan Jesús Bernal García 1
  2. Soledad María Martínez María-Dolores 1
  3. Deborah Picher Vera 1
  1. 1 Universidad Politécnica de Cartagena
    info

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

Actas:
14th Annual International Conference on Marketing

Año de publicación: 2016

Tipo: Aportación congreso

GOOGLE SCHOLAR

Resumen

Social media, since their inception until now, have become a powerful and significant force in consumer buying decision. Through them, the brand or product can make themselves known, but also the clients can let the brand and other users know about their buying experience. We try to analyse the use of social networks as communication sales and client service assets, the return on investment the business can obtain through the use of these social media and the importance of eWOM as marketing tool for a firm nowadays