Barry Connolly

Digital Trust (eBook, PDF)

Social Media Strategies to Increase Trust and Engage Customers

• Format: PDF

Produktbeschreibung

A guide to how e-SMEs can successfully engage within social media communities to positively influence their brand trust and reputation.

Consumer trust is more important than ever, as digital platforms and social media have redefined the relationship between businesses and consumers. In this new and disruptive commercial environment, consumers have developed an expectancy of direct, transparent communication through social media. The traditional means of building and maintaining trust have been rendered obsolete by the chaotic, competitive magnitude of multiple online platforms.

With a unique combination of academic rigour and practical guidance, Digital Trust is the definitive guide to effectively using social media to build an authentic, trustful connection with your consumer base. Drawing on his extensive experience in marketing and communications, Barry Connolly demonstrates how to harness the commercial opportunities provided by social media, while also showing how you can avoid its most common mistakes and pitfalls. With original research and illuminating case studies, Digital Trust provides adaptable and accessible social media strategies that will strengthen and expand your consumer base.

Produktdetails

• Verlag: Bloomsbury UK
• Seitenzahl: 256
• Erscheinungstermin: 6. Februar 2020
• Englisch
• ISBN-13: 9781472961327
• Artikelnr.: 58420754

Autorenporträt

Barry Connolly is a marketing and communications expert with over 16 years of experience working in digital marketing, PR and communications in a variety of industries and sectors. He recently completed his PhD in Digital Marketing and is a member of the Chartered Institute of Marketing.

Inhaltsangabe

Chapter 1: Introduction Chapter 2: Online Branding Chapter 3: Consumer
Trust Chapter 4: Online Purchasing and Corporate Reputation within Social
Media Environments Chapter 5: Consumer Engagement and Social Media Chapter
6: Conducting Social Media Research Chapter 7: Social Media Engagement
Frameworks - Creating initial and continual consumer trust Chapter 8:
Social Media and Corporate Value Chapter 9: E-SME Social Media Engagement
Strategies