IDEAS home Printed from https://ideas.repec.org/a/rom/mancon/v13y2019i1p702-710.html
   My bibliography  Save this article

Social Media As A Component Of The Value Chain To Gain Competitive Advantage In Sales

Author

Listed:
  • Rãzvan-Andrei CORBO?
  • Ovidiu-Iulian BUNEA
  • Ruxandra-Irina POPESCU
  • Andreea-Ileana ZAMFIR

Abstract

Social media is increasingly present in the lives of customers and in the processes of companies, growing in popularity with each passing day. This paper highlights the opportunity to use social media as a component of the value chain to gain a competitive advantage in sales. The main objective of the paper thus becomes the provision of empirical evidence regarding the importance of social media for sales and of the elements that determine the customers to buy using various social networks. The data for this research were collected using a questionnaire, applied online between July and September 2019 and were analyzed using the IBM SPSS 20.0 statistical program. The results thus obtained underlined that the customer's decision to buy using social media will be influenced by the preference to buy online, the knowledge about the tools made available by social media, the positive perception on the influence of social networks in the purchase process and the preference to communicate with companies on social networks.

Suggested Citation

  • Rãzvan-Andrei CORBO? & Ovidiu-Iulian BUNEA & Ruxandra-Irina POPESCU & Andreea-Ileana ZAMFIR, 2019. "Social Media As A Component Of The Value Chain To Gain Competitive Advantage In Sales," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 702-710, November.
    • Handle: RePEc:rom:mancon:v:13:y:2019:i:1:p:702-710
    as

    Download full text from publisher

    File URL: https://conference.management.ase.ro/archives/2019/pdf/3_18.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Harrigan, Paul & Evers, Uwana & Miles, Morgan & Daly, Timothy, 2017. "Customer engagement with tourism social media brands," Tourism Management, Elsevier, vol. 59(C), pages 597-609.
    2. Alexandra Ioana FLOREA, 2014. "Challenges And Strategies Of Supply Chain Management In A Competitive Environment," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 4(2), pages 36-43, June.
    3. Gligor, David & Bozkurt, Siddik & Russo, Ivan, 2019. "Achieving customer engagement with social media: A qualitative comparative analysis approach," Journal of Business Research, Elsevier, vol. 101(C), pages 59-69.
    4. Cristina VLASCEANU, 2014. "Performance Management €“ A Viable Option In The Current Context Of Post-Crisis Economy In Romania," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 4(1), pages 28-36, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ariful Islam & Adil Mansoor & Mostafizur Rahman & Sazali Abd Wahab, 2020. "Adjusting A Strategic Cash-Flow Model For Bangladeshi Small And Medium Enterprises: The Art Of Surviving Covid-19 Emergency," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(5), pages 194-213, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    2. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    3. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    4. Fujita, Momoko & Harrigan, Paul & Soutar, Geoffrey N. & Kumar Roy, Sanjit & Roy, Rajat, 2020. "Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions," Journal of Business Research, Elsevier, vol. 121(C), pages 642-654.
    5. Adamantia Pateli & Naoum Mylonas & Aggeliki Spyrou, 2020. "Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    6. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Luis Manuel Ruiz-Gómez & Julio Navío-Marco & Luisa Fernanda Rodríguez-Hevía, 2018. "Dynamics of digital tourism’s consumers in the EU," Information Technology & Tourism, Springer, vol. 20(1), pages 59-81, December.
    8. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    9. So, Kevin Kam Fung & Wei, Wei & Martin, Drew, 2021. "Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation," Journal of Business Research, Elsevier, vol. 129(C), pages 474-483.
    10. Gligor, David & Bozkurt, Siddik, 2020. "FsQCA versus regression: The context of customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Jeanine Niyonkomezi & Juniter Kwamboka, 2020. "Effect of brand communities on consumer engagement and trust: Evidence from mobile phone brands’ Facebook pages in Burundi," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(4), pages 244-252, July.
    12. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    13. Small, Felicity & Mehmet, Michael & Miles, Morgan P., 2019. "Applying a causal ambush marketing framework to social media: The ‘Pleasure is Diverse’ campaign and the Australian marriage amendment," Australasian marketing journal, Elsevier, vol. 27(3), pages 149-157.
    14. Raouf Ahmad Rather & Jyoti Sharma, 2019. "Dimensionality and Consequences of Customer Engagement: A Social Exchange Perspective," Vision, , vol. 23(3), pages 255-266, September.
    15. Jiang, Jingxian & Ellis, Gary D. & Ettekal, Andrea V. & Nelson, Chad, 2022. "Situational engagement experiences: Measurement options and theory testing," Journal of Business Research, Elsevier, vol. 150(C), pages 223-236.
    16. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    17. Albert Chukwunonso Diachi & Ayşe Tansu & Oseyenbhin Sunday Osemeahon, 2021. "No One Is Leaving This Time: Social Media Fashion Brand Communities," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    18. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    19. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    20. Adil Zahoor, 2023. "Capitalizing on Service Failures: Implications for Customer Engagement and Loyalty," Business Perspectives and Research, , vol. 11(1), pages 81-93, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:mancon:v:13:y:2019:i:1:p:702-710. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ciocoiu Nadia Carmen (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.