The influence of social media on relationship marketing

Bachelor Thesis from the year 2012 in the subject Communications - Multimedia Internet New Technologies grade: 2:1 language: English abstract: Relationship and Social media are the two terms that coexist interdependently. Due to the trending power growth of social media the power has practically gone with the customer side in business areas as social media has given customers convenient access to information. Over times relationship marketing was only associated with the efforts pulled offline. So to prove the principle aim three case studies would be considered that would relate the role of online medium that is Social media in building Customer valued relationships. To examine the details of the provided case studies exploratory approach is adopted by considering the role of social media used for the sake of marketing. By providing sufficient examples and instances it will be delineated that customer's trust and loyalty can be achieved by making use of the online media. The study would be concluded by generalizing the main aspects that determine the customer relationship and how they are influenced by social media.