IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-28192-0_6.html
   My bibliography  Save this book chapter

Social Media and Consumer Insight

In: Managing Social Media and Consumerism

Author

Listed:
  • Rajagopal

    (ITESM)

Abstract

A new generation of companies is working with new modes of social collaboration to improve consumer participa tion in business Lhrough social networks. The importance of social business to organizations is expected to grow over the next few years. Some companies that have achieved higher technological skills in association with social networks include International Business Machines Inc. (IBM) and Systems Applications and Products (SAP). It has been realized by most upcoming companies that channeling business through social media can achieve more than mere social connectivity and entertainment objectives. Web 2.0 technologies have become pivotal for encouraging consumer participation through social networks and enabling customer-centric companies to form collaborations between employees, partners, and customers (DiMauro and Zavel, 2012). As information technology continues to build social networks, smart grids are being developed among several customer-focused social business initiatives in the global marketplace. Highly customer-centric companies like Unilever and Nestle are starting to engage in social gaming in order to entice customers toward their brand and using consumer interface platforms to disseminate the brand image. Customers are awarded points based on their social network participation for the company and brand.

Suggested Citation

  • Rajagopal, 2013. "Social Media and Consumer Insight," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 6, pages 109-131, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28192-0_6
    DOI: 10.1057/9781137281920_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:pal:palchp:978-1-137-28192-0_6. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    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.