Assessing the Role of Social Media in Fostering Customer Relationships, Marketing, and Crisis Management
Year: 2024
Type: article
Abstract: This study explores the role of social media in modern business communication, focusing on customer relationship management, marketing, and crisis communication. With 91% of U.S. businesses using social media for marketing by 2021, platforms like Facebook and Instagram have transformed business strategies. The research employed a mixed-method approach, surveying 150 business owners and analyzing case studies of brands like Nike and Starbucks. Results show a 20% increase in customer loyalty for businesses actively engaging on social media, while 78% of companies with crisis plans are better equipped to manage reputation. Conclusions emphasize the importance of real-time engagement and tailored strategies to foster customer loyalty and mitigate crises.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6930536145
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