Engaging social customers : influencing new marketing strategies for social media information sources

Gligorijevic, Barbara & Luck, Edwina (2012) Engaging social customers : influencing new marketing strategies for social media information sources. In Khachidze, Vasil, Wang, Tim, Sohail, Siddiqui, Liu, Vincent, Cappuccio, Sergio, & Lim, Alicia (Eds.) Engaging Social Customers : Influencing New Marketing Strategies for Social Media Information Sources : International Conference, iCETS 2012, Springerlink, Tianjin Tianyu Hotel, Tianjin, China, pp. 25-40.

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Abstract

A global, online quantitative study among 300 consumers of digital technology products found the most reliable information sources were friends, family or word of mouth (WOM) from someone they knew, followed by expert product reviews, and product reviews written by other consumers. The most unreliable information sources were advertising or infomercials, automated recommendations based on purchasing patterns or retailers. While a very small number of consumers evaluated products online, rating of products and online discussions were more frequent activities.

The most popular social media websites for reviews were Facebook, Twitter, Amazon and e-Bay, indicating the importance of WOM in social networks and online media spaces that feature product reviews as it is the most persuasive piece of information in both online and offline social networks. These results suggest that ‘social customers’ must be considered as an integral part of a marketing strategy.

Impact and interest:

2 citations in Web of Science®
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ID Code: 58657
Item Type: Conference Paper
Refereed: Yes
Additional Information: This research was carried out as part of the activities of, and funded by, Smart Services
Cooperative Research Centre (CRC) through the Australian Government’s CRC programme
(Department of Innovation, Industry, Science and Research).
Keywords: social media, word of mouth marketing, marketing strategies
DOI: 10.1007/978-3-642-34447-3_3
ISBN: 9783642344466
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Business Information Systems (150302)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Past > Research Centres > ARC Centre of Excellence for Creative Industries and Innovation
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 26 Mar 2013 22:28
Last Modified: 12 Jun 2013 15:39

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