Factors Influencing Customer Interactions in Social Media Marketing

Abstract

The rise of social media e.g. Facebook, Twitter, Myspace, Youtube, etc. has given marketers a great opportunity to communicate interactively with customers and engage them in several activities for brand building and strengthening. Social media have been a channel for marketers to communicate with their target market and they have been
channels for customers to communicate among one another. This study intends to investigate the advantages of social media in integrated marketing communications and to come up with a model explaining the processes of customer interactions resulting from the social media by using examples from real life social media interactions. Moreover, the implications of social media on communication mix elements will be analyzed to understand their roles in integrated marketing communications.