The rise of relationship marketing with social media

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Citations (Scopus)

Abstract

The mission and concern of the proposed chapter is to contribute to the improvement of market performance through marketing, specifically relationship marketing, by taking into consideration the brand perspective and the consumer perspective.
In addition, the proposed chapter aims to describe how social media has brought big challenges to brands, specially the strong ones, with repercussions on their brand image and consequently their brand equity, and how relationship marketing can be the answer to these new challenges.
Original languageEnglish
Title of host publicationTrends and Innovations in Marketing Information Systems
Subtitle of host publicationHandbook of Research on Innovations in Marketing Information Systems
EditorsTheodosios Tsiakis
Place of PublicationHershey PA, USA
PublisherBusiness science reference
Pages196-213
Number of pages17
ISBN (Electronic)978-1-4666-8460-7
ISBN (Print)978-1-4666-8459-1
Publication statusPublished - 2015

Publication series

NameIGI Global book series Advances in Marketing
ISSN (Print)2327-5502
ISSN (Electronic)2327-5529

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  • Cite this

    Barreto, A. M. (2015). The rise of relationship marketing with social media. In T. Tsiakis (Ed.), Trends and Innovations in Marketing Information Systems: Handbook of Research on Innovations in Marketing Information Systems (pp. 196-213). (IGI Global book series Advances in Marketing). Hershey PA, USA : Business science reference.