This article explores the purpose of Facebook in the establishment of relationships between their buffs as well as brands, extending the connection between relationship marketing and online consumer behavior. We explore what drives a user to share content released by brands on their own personal walls, together with the community to participate and interact, and to connect with a brand profile on Facebook. To comprehend this relationship, we applied both qualitative and quantitative research techniques. The qualitative study was based on in depth interviews of marketing online specialists and on focus group including Facebook users who were brand followers.
Results show that while Facebook users are willing to get in touch to the brands on the Facebook, they do not communicate or often share brand content themselves. As a result, brands must strategize to set a relationship with their brand profile buffs.
PUBLICATION DATE: November 15, 2014 PRODUCT #: BH635-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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