Firms' increasing investment in social media--particularly, in Facebook--has become reality. However, most businesses still don't consider social networks as tools for cultivating and achieving customer loyalty, but rather as a tool for the creation of brand awareness. In this informative article, we offer an alternate view. By analyzing fans and non-fans of the Zara brand on Facebook, we discovered that Facebook enhances customer satisfaction, perceived value, the connections that increase devotion via trust, and commitment.
Our results disclose that these relations are more powerful for non-buffs than for buffs of the brand, and suggest that customer satisfaction is the strongest determinant of faithfulness. This indicates a brand new opportunity for marketing managers to achieve customer loyalty: Facebook.
PUBLICATION DATE: November 15, 2014 PRODUCT #: BH637-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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