THE USE OF SOCIAL PLATFORMS FOR BUILDING LONG-TERM CUSTOMER RELATIONSHIPS IN THE B2C SEGMENT
DOI:
https://doi.org/10.46827/ejmms.v11i1.2183Keywords:
social platforms, business-to-consumer, long-term customer relationships, audience engagement, customer loyaltyAbstract
This article analyses the importance of social platforms in creating long-term customer relationships in the B2C industry. The shift in the role of social media platforms from a source for sharing marketing communication to a full-scale digital engagement platform that enables the development of behavioral, emotional, and value-based relationships between the brand and the consumer is analyzed. The influence of content strategies, communication personalization, and content formats on the level of audience engagement and the sustainability of customer relationships is analyzed. Great emphasis is placed on engagement as a measure of the quality of interactions and the role of engagement in relation to trust-building. The topic of models of customer loyalty on the digital frontier and their expression on social platforms is explored, and the shortcomings of quantitative methods of measuring engagement are outlined.
JEL: M31, M37
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