This article examines the part of Facebook in the foundation of connections in the middle of brands and their fans, strengthening the connection between relationship marketing and online consumer behavior. This case investigates that what are the factors that drives a client to associate with a brand profile on Facebook, to take an interest and communicate with the group, and to promote the contents published by the particular brands.
The authors used both the qualitative and quantitative research techniques to comprehend the strength and nature of the relationship. The subjective study was in light of in-depth interviews of internet advertising specialists and on a focus group embodied Facebook clients who were brand followers. While a structured questionnaire was made for quantitative study, which accumulated the responses from almost 650 Facebook brand followers.
Results demonstrate that while Facebook clients are eager to interface with brands on Facebook, they don't appear to collaborate or promote brand themselves. Ultimately, it requires brands to strategize with their brand profile fans to create a strong relationship.
Related Case Solutions & Analyses:
The CIM Project
RealNetworks Rhapsody
Social media: The New Hybrid Element of the Promotion Mix
The Whitney Clinic
Pechazur
Black & Decker Corp.: Spacemaker Plus Coffeemaker (B)
Nestle Alimentana S.A. — Infant Formula (Abridged)
Carter Automotive Group
Some Aspects of Problem Solving and Conflict Resolution in Management Groups
Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors
