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Facebook Experience Is Different: An Empirical Study in Indian Context

Facebook Experience Is Different: An Empirical Study in Indian Context

Punita Duhan, Anurag Singh
Copyright: © 2016 |Pages: 25
ISBN13: 9781466694491|ISBN10: 1466694491|EISBN13: 9781466694507
DOI: 10.4018/978-1-4666-9449-1.ch011
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MLA

Duhan, Punita, and Anurag Singh. "Facebook Experience Is Different: An Empirical Study in Indian Context." Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, IGI Global, 2016, pp. 188-212. https://doi.org/10.4018/978-1-4666-9449-1.ch011

APA

Duhan, P. & Singh, A. (2016). Facebook Experience Is Different: An Empirical Study in Indian Context. In S. Rathore & A. Panwar (Eds.), Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace (pp. 188-212). IGI Global. https://doi.org/10.4018/978-1-4666-9449-1.ch011

Chicago

Duhan, Punita, and Anurag Singh. "Facebook Experience Is Different: An Empirical Study in Indian Context." In Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, 188-212. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9449-1.ch011

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Abstract

Though the concept of experience was propounded decades ago, the terms such as Customer Experience Management, Brand Experience etc. have started gaining currency only recently. Renewed focus on the concept is the result of positive impacts of brand experience as evidenced by researches. Emergence of Social Media has provided the organizations with supplementary platforms to enhance customer experiences. The experiences of customers with various social media platforms may rub on to their experiences with the brands being promoted through these. Accordingly, present research studies the experience of select social media platforms in Indian context. Result revealed that the experience of Facebook was significantly favorable in comparison to the rest three platforms; however, a scope of improvement is evident. Result is important for platform developers as it helps them to improve their platforms and for Marketing managers as it guides them to associate their brands with the more favourable platforms in order to reap concomitant benefits.

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