The perception of active listening practice on social networks

Lídia Silveira Pina, Sandra Maria Correia Loureiro, Paulo Rita, Eduardo Moraes Sarmento, Ricardo G. Bilro, João Guerreiro

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Abstract

The evolution of the internet led to a shift in the business operations environment, giving rise to a plethora of challenges and opportunities for companies. Social networks have become attractive to companies due to their interactive nature, not only facilitating conversations with consumers, but also increasing the possibility of enhancing the online consumer brand engagement. Additionally, social networks and online brand communities increased consumers’ possibility of developing an active role in companies’ decision-making process, through the creation of user generated content, together with the opinion sharing and directly information exchange with brands and other internet users. The main objective of this research is to ascertain whether the
active listening practice can contribute, in some way, to the improvement of the
relationship maintained between consumers and brands. The current study suggests the adaptation of the active listening practice on the online field, as an attempt to enhance the communication strategies held by brands. Hence, this research seeks to demonstrate that this practice can improve the consumer-brand relationship through the development of two qualitative studies, as main approach, where the findings extracted in the first study will be used as inputs to the second one.
Original languageEnglish
Title of host publication2018 Global Marketing Conference at Tokyo Proceedings
Publisher Global Alliance of Marketing & Management Associations
Pages1098-1106
Volume2018
ISBN (Electronic)1976-8699
DOIs
Publication statusPublished - 30 Jul 2018

Keywords

  • Consumer-brand relationship
  • Social networks
  • Online consumer brand engagement
  • Active listening

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    Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J. (2018). The perception of active listening practice on social networks. In 2018 Global Marketing Conference at Tokyo Proceedings (Vol. 2018, pp. 1098-1106). Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GMC2018