Work

Social Media as a Source of Customer Knowledge - Potential and Limitations

Year: 2017

Type: book-chapter

Abstract: Social media is gaining popularity as a rich and important source of knowledge about customers and markets. However, tourism organizations utilize its potential only to a limited degree. The goals of the presented text are: to explain this potential and to analyze barriers to the acquisition of customer knowledge by tourism organizations. A literature review will be applied along with the analysis of empirical data from one tourism institution and six business companies, to achieve those goals.

Source: Repository of Wyższa Szkoła Biznesu – National-Louis University (Wyższa Szkoła Biznesu – National-Louis University)

Author: Sebastian Kopera

Institution: Jagiellonian University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2787908691

FWCI:

Cites: 20

Cited by:

Related to: 10