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Social Media and Dissatisfaction of Customers

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Social Media and Dissatisfaction of Customers
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INTRODUCTION
The rapidly changing business has brought about a drastic change in the use of media in the promotion mix of companies. Internet networking has opened doors for smarter, cost effective and easier communication in business. Businesses are trying to find innovative ways to use this as a competitive advantage over the others.
This study reveals the ways in which social media is used by the companies, how it influences the consumer in expressing their dissatisfaction and an explanation of consumer behaviour online with the theory of planned behaviour.

A NEW REVOLUTION…
Social media can be characterised as: “online applications, platforms and media which aim to facilitate interactions, collaborations and the sharing of content” (Power to the people – social media tracker wave 3, 2008)

Since the entry of various Social Media’s, Customers have come back into the core of the business. This has come as a game changer and helped the marketers develop strategies to build a more intimate relationship with their customers. It encourages customers to involve themselves more with the brands. This integration of the outbound marketing and the inbound marketing helps companies develop a more cost effective strategy, which will provide important data for the betterment of the organisation and acts as a fuel, driving the organisation forward with its precious customers loyal to it. (Zook, 2011)
CEO’s and managers are looking for answers to what exactly investing on Social media can do to their business. They are trying to calculate the ROI in social media. Most of the manager’s still think that social media is just another marketing vehicle as they look for proof in figures. But they might be absolutely mistaken as, social media’s effects can be more qualitative than quantitative. That is why the big talk about effects of social media as a new marketing tool continues. (fodor, 2010)
Since the widespread of networking through internet and social media like


References: (n.d.). Retrieved from http://www.vitrue.com/biggest-brand-movers-on-the-vitrue-social-media-index-for-january-2009/ (2011). Greenpeace international. Retrieved from http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/ AJZEN, I. (1991). The Theory of Planned Behavior. (2012). Consumer satifaction, Dissatisfaction and complaining behavior conference. CS/D&CB, Inc. fodor, D. L. (2010). MITSloan: Management review. Mangold, W. &. (2009). Social media: the new hybrid element of the. Business Horizons. (2008). Power to the people – social media tracker wave 3. Universal Maccann International. Van Grove, J. (2010). Nestle Meets Greenpeace’s Demands Following Social Media Backlash. Retrieved from http://mashable.com/2010/05/17/nestle-social-media-fallout/ Zook, P. S. (2011). Marketing communications: Integrating online and offline with social media. Kogan page limited.
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