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首页> 外文会议>AMA Summer Educators Conference >DOES SOCIAL MEDIA MATTER FOR MARKETING? THE EFFECTS OF SOCIAL MEDIA ENGAGEMENT ON THE CONSUMER-BRAND RELATIONSHIP
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DOES SOCIAL MEDIA MATTER FOR MARKETING? THE EFFECTS OF SOCIAL MEDIA ENGAGEMENT ON THE CONSUMER-BRAND RELATIONSHIP

机译：社交媒体是否营销？社会媒体参与对消费者品牌关系的影响

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摘要

Social media has radically changed consumer behavior over the last few years. Brand pages on channels like Facebook, Twitter, or YouTube are getting more and more popular. Customer engagement on such channels also changes the idea of relationship marketing. Today, businesses are trying to get in contact and engage with existing and potential customers by means of brand pages on social media platforms. Social Media Engagement has become an important goal for many companies. But how relevant is consumer engagement on social media for successful branding? Many managers are still asking: Is it worthwhile putting more effort and investment into the social media phenomenon, and does it pay off? Despite the importance of this question, a conceptual framing and understanding of social media engagement and its effects is still missing.
机译：社交媒体在过去几年中有根本改变了消费者行为。像Facebook，Twitter或YouTube等频道的品牌页面正在越来越受欢迎。客户参与此类渠道也会改变关系营销的思想。今天，企业正试图通过社交媒体平台上的品牌页面进行联系并与现有和潜在客户携带。社交媒体参与已成为许多公司的重要目标。但是如何与社交媒体的消费者参与成功品牌？许多经理仍在问：是否有价值地将更多的努力和投资投入社交媒体现象，它会得到回报吗？尽管这个问题重要性，但对社交媒体参与的概念构成和理解仍然缺失。

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