The data collected for the research shows that the use of social media has a direct positive impact on social CRM capabilities, which has a direct positive impact on customer relationship performance. The researcher has discussed the research result elaborately. In the end, proper implications, ...
This research extends previous findings related to the positive influence of company credibility on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes the mediating role of two dimensions of company credibility (trustworthiness and expertise) with regard to the influence o...
Currys is a case study in how to bring an established brand into the social media sphere by appealing to audience interests, humanizing the brand and establishing trust with new generations. “Currys is killing it on social—which might seem surprising for a legacy British electronics store. They...
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So why do consumers rank social as the top channel for brands to use when connecting with their customers? It’s worth taking a broader look at how people view social and its impact on their lives. The majority of consumers believe social can bring people together, with 63% citing social’...
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“As this study shows, it’s time for brands to rethink how they connect with customers outside of the traditional or controlled marketing channels. By building out a strong and authentic online presence, businesses have an opportunity to collaborate and leverage creator communities and social ...
Perhaps more importantly, when we adopted a timed cognitive measurement approach to assess the qualities associated with activist brands, we found that those associated with social activism are more likely to be trusted, spoken well of, and seen as authentic. This is in contrast to brands that ...
dollars in influencer marketing in Europe. Brands cooperated predominantly with so called all-star influencers (with more than two million followers). They garnered 1.13 million U.S. dollars or 80 percent of the total influencer marketing Media Impact Value (MIV®) of these brands. ...
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