BEYOND TRADITIONAL WORD OF MOUTH : A STUDY ON CUSTOMER ENGAGEMENT THROUGH SOCIAL NETWORKING SITES IN PUNE CITY
Author: Mr. Vijay Ganpat Dhamore, Dr. B. Balaji
Category: Information Technology Management
Abstract:
Because of widespread involvement in social media tools, research on online social media users has been limited. Furthermore, the extant literature treats users as either similar or segments on the basis of one dimension. This study delivers a deeper understanding of the use of online social media technologies among Youngsters by developing a typology of social media users. In addition, the study assesses Social media products reported as linking well with customers in the online space, debates the implications of the findings and Presents a roadmap for future research in this emerging field. We offer a model of CE, in which the participation and involvement of current or potential customers serve as backgrounds of CE.
