Company-Customer Interaction via Social Media: Contributions to the Marketing Mix

Abstract

In recent years, social media has become an integral part of internet users' everyday life. Customers are increasingly seen to be more like “content creators” or even company employees rather than mere customers as they were in the past. In this chapter, we try to understand how customers use the various social media platforms to interact and how this interaction influences the company's marketing policy. An overview of the customers' different uses and practices enabled authors to identify several forms of interactions and to detect their effects on pricing, product, place and promotion, the four main components of the marketing mix.