<abstract xmlns="http://www.w3.org/1999/xhtml"><p>A role of social media in a communication process with a contemporary customer is systematically increasing, which is reflected in a size of marketing budgets allocated to this objective. Hence, people have always shared their opinions, remarks, and feelings, and social networking sites are perfect space for that purpose. Brands, which will understand the social media essence and lead a narration with their customers in a creative way, have an opportunity to last longer in their awareness. However, it is worth to consider what the customers expect and what they are inspired by which makes them active in social networking services.</p></abstract>

A role of social media in a communication process with a contemporary customer is systematically increasing, which is reflected in a size of marketing budgets allocated to this objective. Hence, people have always shared their opinions, remarks, and feelings, and social networking sites are perfect space for that purpose. Brands, which will understand the social media essence and lead a narration with their customers in a creative way, have an opportunity to last longer in their awareness. However, it is worth to consider what the customers expect and what they are inspired by which makes them active in social networking services.

Social networking sites in a customer communication based on author’s own research

Journal of Intercultural Management

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

A role of social media in a communication process with a contemporary customer is systematically increasing, which is reflected in a size of marketing budgets...

Social networking sites in a customer communication based on author’s own research

Data publikacji: 30 maj 2014

Zakres stron: 111 - 125

DOI: https://doi.org/10.2478/joim-2014-0007

© Społeczna Akademia Nauk

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.