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

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

Manel Hamouda (ISGG, Tunisia)
Copyright: © 2016 |Pages: 11
DOI: 10.4018/978-1-5225-0332-3.ch009
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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.
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Role Of Customer In Product Policy

To better adapt themselves and succeed in a rapidly changing media environment, marketers need to adjust their choices and practices regarding product policy. Online forums, virtual design tools and prototyping facilities are all social media formats that will allow companies to revisit some product policy practices and especially engage their customers in many initiatives or actions related to their products (Nambisan, 2002). Indeed, in the context of product policy, customer- company interaction via web interfaces may take place at several levels.

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