An Examination on the use of Social Media and Social Media Influencers as a Strategy for Customer Retention
Journal Title: International Journal of Trend in Scientific Research and Development - Year 2020, Vol 4, Issue 4
Abstract
In recent years the marketing industry has been facing a new challenge on how to market to the Generation Z and Millennial generation. These digital natives have grown up in the age of social media and no longer respond to traditional channels of communication. With the advent of Social Media Influencers, a new form of communication has been formed that has captivated the digital natives and influenced their purchasing behavior, redefining the brand customer relationship as these Influencers have become third party endorser who says public opinion. This paper examines the effectiveness of social media and social media influencers as a strategy for customer retention. This has been done by looking at models and statistics that give us insights into the mind of the Millennial and Generation Z consumer of today. It has been found that, they utilize social media for knowledge acquisition, status, entertainment, and business. While their purchasing behavior is based on trust, perceived authenticity of both the brand and Social Media Influencer and that these lead to an intention to buy resulting in customer retention. Tatenda Primrose Mamhare | Fan Mingyue "An Examination on the use of Social Media and Social Media Influencers as a Strategy for Customer Retention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31218.pdf
Authors and Affiliations
Tatenda Primrose Mamhare | Fan Mingyue
Keywords
Related Articles
- EP ID EP686522
- DOI -
- Views 113
- Downloads 0
Factors Influencing Consumer's Thoughts on Green Marketing Practices
The developing interest among the customers all over the world concerning safety of surroundings, Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of th...
Empowering Distributed Storage Inspecting with Undeniable Re Appropriating of Key Updates
Key exposure in distributed computing has consistently been a noteworthy issue for cautiously digital obstruction in numerous security applications. As recently, how to rock bottom with the key exposure distress in the d...
Comparison Study Between Hydrogen Palladium Sensor and Hydrogen Manganese Dioxide Sensor
This research work oriented to compares between Palladium (Pd) thin films sensor that have been prepared on glass substrates and hydrogen sensor using optical ?ber, coated with Manganese dioxide (MnO2) nanostructures. Pa...
Design of Low Power High Speed D-Latch Using Stacked Inverter and Sleep Transistor at 32nm CMOS Technology
In this paper we have proposed efficient designs of low power high speed D-latch designed using stacked inverter and sleep transistor based on 32nm CMOS technology. We have designed and simulated these circuits in HSpice...
Perceived Influence of Work Life Balance and Job Satisfaction on Organizational Commitment
Research on organizational commitment has gain attention globally. There is however dearth of this research in Nigeria. The present study therefore investigated the influence of work life balance and job satisfaction on...