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The Confluence of Culture and Social Media in Changing Service Expectations

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  • TANASE, George Cosmin
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    Abstract

    Today’s consumers are increasingly using technology as an effective tool in their shopping experience. Social media can be defined as Internet-based applications that carry information posted by end users. End users utilize several online formats (e.g., blogs, podcasts, social networks, bulletin boards, wikis, newsgroups, and chat rooms) to express their opinions about a product, service, brand, and/or organization. In addition to sharing ideas about a given product, service, or brand, end users utilize social media to reach out to other consumers, who are seen as more objective information sources than firms themselves. This information, produced by people who were assumed to only use or consume online content, is termed consumer-generated content (CGC). Likewise, consumer-generated media is defined as any positive or negative statement about a product or service, created by potential, actual, or former customers, and made available to a multitude of people and institutions via the Internet.Keywords: Health value chain management, patient value, health care providers, sustainable development.

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    Bibliographic Info

    Article provided by Romanian Distribution Committee in its journal Romanian Distribution Committee Magazine Volume 3 Issue 4.

    Volume (Year): 3 (2012)
    Issue (Month): 4 (October)
    Pages: 14-19

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    Handle: RePEc:rdc:journl:v:3:y:2012:i:4:p:14-19

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    Web page: http://www.distribution-magazine.eu

    Related research

    Keywords: consumer-generated content; media technology; social networks; purchase intention; buying habits; information sharing; cultural impact;

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    1. Rosalie L Tung, 2008. "The cross-cultural research imperative: the need to balance cross-national and intra-national diversity," Journal of International Business Studies, Palgrave Macmillan, vol. 39(1), pages 41-46, January.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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