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Full Description
A guide to how e-SMEs can successfully engage within social media communities to positively influence their brand trust and reputation.
Consumer trust is more important than ever, as digital platforms and social media have redefined the relationship between businesses and consumers. In this new and disruptive commercial environment, consumers have developed an expectancy of direct, transparent communication through social media. The traditional means of building and maintaining trust have been rendered obsolete by the chaotic, competitive magnitude of multiple online platforms.
With a unique combination of academic rigour and practical guidance, Digital Trust is the definitive guide to effectively using social media to build an authentic, trustful connection with your consumer base. Drawing on his extensive experience in marketing and communications, Barry Connolly demonstrates how to harness the commercial opportunities provided by social media, while also showing how you can avoid its most common mistakes and pitfalls. With original research and illuminating case studies, Digital Trust provides adaptable and accessible social media strategies that will strengthen and expand your consumer base.
Contents
Chapter 1: Introduction
Chapter 2: Online Branding
Chapter 3: Consumer Trust
Chapter 4: Online Purchasing and Corporate Reputation within Social Media Environments
Chapter 5: Consumer Engagement and Social Media
Chapter 6: Conducting Social Media Research
Chapter 7: Social Media Engagement Frameworks - Creating initial and continual consumer trust
Chapter 8: Social Media and Corporate Value
Chapter 9: E-SME Social Media Engagement Strategies
