Interaction with customers: The Application of Social Media within the Austrian Supply Chain for Food and Beverages

Social media marketing has become a powerful tool of interaction with stakeholders. An increasing number of companies are using social media platforms to initiate active interaction and communication with current and prospective customers. Within this study, certain content and contact features, as well as social media activities of companies of the Austrian food and beverage industry were evaluated. Empirical findings concerning the threats, risks, and opportunities connected with the application of social media are presented. The results imply that social media applications are innovative alternatives for customer relationship management. However, more knowledge on how to properly use social media marketing seems to be necessary


Editor(s):
Schiefer, Gerhard
Issue Date:
2013-07
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 1869-6945 (Other)
Record Identifier:
http://ageconsearch.umn.edu/record/164786
PURL Identifier:
http://purl.umn.edu/164786
Published in:
International Journal on Food System Dynamics, Volume 04, Number 1
Page range:
39-50
Total Pages:
12




 Record created 2017-04-01, last modified 2018-01-22

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