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The Impact of New Media on Customer Relationships

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Submitted By magnenat
Words 263
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Henning-­‐Thurau et al. (2010):

The Impact of New Media on Customer Relationships Giorgio Davico, Clémence Masson, Adrien Magnenat, Kennedy Nnodim, Raphael Rodriguez

Claim : Managers should take into account that new media have a growing in@luence in the relationships with customers 1. The Pinball framework : In new media environment, companies can’t forecast and control their customers’ reacJons to messages. 2. AcJve role of customers in the markeJng acJviJes : posts on Facebook, retailers on Amazon, authors on Wikipedia – the «sharing principle». 3. CreaJon of communiJes : between customers themselves, and between customers and companies.

Arguments in the text 10 n media phenomena to take into account in the customer rela5onships ew

Digital consumer arJculaJon New mulJmedia services Consumers as retailers Online social communiJes

Search bots

Shopping bots

Mobile technologies

RecommendaJon systems

Peer-­‐to-­‐peer networks and piracy

Online aucJons

Arguments in the text • The phenomena affect:

1. consumer behavior 2. management of consumer interacJons 3. measurement of costumer relaJonships outcomes

1. InformaJon and services :

• Electronic Word-­‐of-­‐mouth (EWOM) : sharing our opinion on the Internet makes it visible to everybody.

2. Technologies :

• Mobile technology : relaJonship with companies growing thanks to more and more adopJon of smartphones, laptops.

How does it affect the marketing management?

• As the effecJveness of tradiJonal media is decreasing, companies must accommodate to the new situaJon. • MarkeJng managers must be up-­‐to-­‐date to the research on new media phenomena. • A closer relaJon between companies and their customers through social media can lead to beYer outcomes. • Researchers in the new media field can use this arJcle as a « road map »

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