ADVANCING BRAND IMAGE AND CRM THROUGH SOCIAL MEDIA

SOCIAL MEDIA ‡ Electronic Word of Mouth Blogs Comments Testimonials Microblogs Video Posts Reviews Wall Post ‡ Brand Interaction Brand Contest Brand Game Coupons Become a Fan .

Marketing Science Institute .BRAND IMAGE set of associations elaborated in the imaginative capacity of the consumer. who allows the brand to reach a more important volume of sales than if it did not have a brand new name.

CUSTOMER RELATIONS MANAGEMENT Acquisition Prospect Retention Loyal Advocate Customer:1st Transaction Repeat Customer .

FRAMEWORK SOCIAL MEDIA eWord of Mouth Brand Interaction CRM Acquisition BRAND IMAGE Retention .

METHODOLOGY ‡ SAMPLE ± University Students ‡ DATA COLLECTION METHOD ± Non-probability sampling ± Questionnaire ‡ DATA ANALYSIS ± Multiple Regression Analysis .

784** 0.644** 0.RESULTS Table I.73** 0.000 0.709** 0.000 1 0.000 0.82** 0.000 1 0.725** 0.915** 0.000 0.000 0.000 0.82** 0.644** 0.000 0.766** 0.000 0.000 0.000 0.766** 0.000 0.000 1 **Correlation is significant at the 0. Correlation Matrix Electronic Word of Brand Mouth Interaction Electronic Word of Mouth Pearson Correlation Sig (2 tailed) Brand Interaction Pearson Correlation Sig (2 tailed) Brand Image Pearson Correlation Sig (2 tailed) Customer Acquisition Pearson Correlation Sig (2 tailed) Customer Retention Pearson Correlation Sig (2 tailed) Brand Image Customer Acquisition Customer Retention 1 0.915** 0.000 0.706** 0.01 level(2-tailed) .000 0.000 1 0.709** 0.739** 0.804** 0.000 0.804** 0.706** 0.784** 0.000 0.000 0.725** 0.000 0.

607 Sig Hypoth esis 0.647 0.423 0.882 0.547 0.4018 0.793 0.790 R2 0.000 H2 0.000 H1 0.639 0. Regression Analysis Predictor EWOM Brand Interaction Brand Image Brand Image Dependent Brand Image Brand Image Customer Acquisition Customer Retention 0.673 0.614 Adj R2 SE 0.399 0.666 0.538 0.455 0.848 0.RESULTS Table II.000 H4 .000 H3 0.

CONCLUSION Social media has opened opportunities to boost brand image and revolutionize CRM and build true customer relationship programs. a company can use social media as part their acquisition and retention efforts. allow users to share experiences. Companies can invite discussion. By taking necessary steps. . or involve them in adventures.