Running head: INFLUENCE OF SOCIAL MEDIA​1 Influence of Social Media Brenda Rouse BUS 600 Management Communications with Technology Tools Instructor: Raj Singh January 7, 2019 INFLUENCE OF SOCIAL MEDIA​​5 Influence of Social Media Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582. The article explores the different ways in which many corporations seek to maximize their profits, productivity and sustain their competitive advantage through social media. The authors of this article focus on the active role that these businesses play when interacting with their customers. Using social media, the authors reveal that many companies engage their customers through social media. The companies offer management responses through social media to increase the satisfaction levels of their customers. Through online management, corporations that operate in hotel management services, the customers can quickly get satisfactory answers or help them in the overall control of the clientele base as well as potential customers. Social media helps in the increased brand awareness and trust from the customers because the customers manage to get quick and satisfactory responses. Therefore, the findings of the article prove that social media has created a significant influence on business and the manner in which they interact with their customers. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of interactive marketing, 28(2), 149-165. Consumer-brand relations in the corporate world has emerged as the most significant aspect that influences the sustainability of any business. While exploring the nature of progress a business makes especially by helping in brand development, social media is the most vital medium. Since consumers seek to understand their favorite brands, they have always found it easy to access information through social media platforms such as Facebook, Twitter, the internet and different websites. Similarly, business has developed a tendency to build their brands by engaging their customers through social media. In the 21st century, the consumer brand engagement (CBE) is a concept that has received great acclamation. Therefore, companies enjoy the divers and an increasing number of consumers that access services and products through online platforms. In this way, it has been noted that CBE has been improved through social media and, thus, this has influenced the consumer-brand relations significantly. In this way, the different consumers display various behaviors and emotions because of the influence of social media. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music fes.

1. Running head: INFLUENCE OF SOCIAL MEDIA1
Influence of Social Media
Brenda Rouse
BUS 600 Management Communications with Technology Tools
Instructor: Raj Singh
January 7, 2019
INFLUENCE OF SOCIAL MEDIA5
Influence of Social Media
Gu, B., & Ye, Q. (2014). First step in social media: Measuring
the influence of online management responses on customer
satisfaction. Production and Operations Management, 23(4),
570-582.
The article explores the different ways in which many
corporations seek to maximize their profits, productivity and
sustain their competitive advantage through social media. The
authors of this article focus on the active role that these
businesses play when interacting with their customers. Using
social media, the authors reveal that many companies engage
their customers through social media. The companies offer
management responses through social media to increase the
satisfaction levels of their customers. Through online
management, corporations that operate in hotel management
services, the customers can quickly get satisfactory answers or

2. help them in the overall control of the clientele base as well as
potential customers. Social media helps in the increased brand
awareness and trust from the customers because the customers
manage to get quick and satisfactory responses. Therefore, the
findings of the article prove that social media has created a
significant influence on business and the manner in which they
interact with their customers.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014).
Consumer brand engagement in social media:
Conceptualization, scale development, and validation. Journal
of interactive marketing, 28(2), 149-165.
Consumer-brand relations in the corporate world has emerged as
the most significant aspect that influences the sustainability of
any business. While exploring the nature of progress a business
makes especially by helping in brand development, social media
is the most vital medium. Since consumers seek to understand
their favorite brands, they have always found it easy to access
information through social media platforms such as Facebook,
Twitter, the internet and different websites. Similarly, business
has developed a tendency to build their brands by engaging
their customers through social media. In the 21st century, the
consumer brand engagement (CBE) is a concept that has
received great acclamation. Therefore, companies enjoy the
divers and an increasing number of consumers that access
services and products through online platforms. In this way, it
has been noted that CBE has been improved through social
media and, thus, this has influenced the consumer-brand
relations significantly. In this way, the different consumers
display various behaviors and emotions because of the influence
of social media.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015).
The effects of social media on emotions, brand relationship
quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76.
In this article, the authors focus on the field of tourism, which

3. they claim that has been under-researched. The authors
highlight that tourism management especially in integrating
music festivals into the tourism sector has been continually
improved because of social media. The authors emphasize that
social media has helped the tourism industry to market its
services and more significantly, the interesting musical festivals
that are integrated into the sector. Companies that deal in social
media have increasingly relied on social media in the overall
communication and marketing of their services to customers
worldwide. The findings of the article redirect corporations to
the examination of the interactions between the brand and the
customers online, primarily through social media platforms. The
article concludes that social media plays a vital role in
influencing the motions as well as the attachments to festival
brands in the tourism industry. Therefore, social media-based
relations developed thereof help in desired outcomes in
improving the tourism industry.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles
of brand community and community engagement in building
brand trust on social media. Computers in Human Behavior, 37,
152-161.
A significant observation that the authors of this article make is
the overlapping nature of the brand community and social
media. In this way, the article focuses on proving that social
media is the best environment in which businesses can develop
their brands. Social media has always influenced brand
communities since the interactions of the company, the
customers and the products help in creating brand trust. The
authors of the article highlight that the communication amongst
the brand community elements creates a great significance in
the overall amplification of the brand trust. The medium
through which the brand trust is achievable is the adoption of
social media strategy in every company. The brand, product,
company, and consumers are the elements that the authors of
this article identify as significant in achieving the brand
community and social media relationship. In the 21st century,

4. social media plays a vital role in these interactions.
Labrecque, L. I. (2014). Fostering consumer–brand relationships
in social media environments: The role of parasocial
interaction. Journal of Interactive Marketing, 28(2), 134-148.
Different brands seek ways to sustain their competitive
advantage in the corporate world because of the number of
competitors and the increasing number of new entrants into the
business world. The customer seems to be the primary focus of
the diverse brands noted as prospering and marked as favorite to
consumers as the authors of this article highlight. While the
brands seek to connect to their customers with ease, social
media has emerged as the leading medium of communication,
marketing, delivering feedback and responses. Creating a stable
relationship with the customers is based on the effective use of
social media to address complaints, respond to customer
inquiries and more significantly, the assurance for customers
that their needs are met in the unique products that companies
manufacture. Using parasocial interaction theory, the authors of
the article prove that social media has increased positive
outcomes in businesses that entirely depend on it for
communication and marketing their brands.
Schivinski, B., & Dabrowski, D. (2016). The effect of social
media communication on consumer perceptions of brands.
Journal of Marketing Communications, 22(2), 189-214.
The authors of this article note that there is little understanding
of how social media influences the perception of consumers on
different brands. An investigation on Facebook users reveals
that many companies that concentrate on firm created and user-
generated social media communication as significant in brand
equity improvement. Similarly, the purchase intention of the
customers, brand attitude as noted on social media remains
crucial in sustaining the competitive advantage of a company
and its brand. User-generated social media communication as
the author's highlight is critical in improving brand equity as
well as the brand attitude of the customers. Additionally, brand
equity as well as a brand attitude as derived from social media

5. communication help in influencing purchase intention
positively. Therefore, all companies that engage their customers
through social media stand a chance of gaining significantly.
INFLUENCE OF SOCIAL MEDIA5
References
Gu, B., & Ye, Q. (2014). First step in social media: Measuring
the influence of online management responses on customer
satisfaction. Production and Operations Management, 23(4),
570-582.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles
of brand community and community engagement in building
brand trust on social media. Computers in Human Behavior, 37,
152-161.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014).
Consumer brand engagement in social media:
Conceptualization, scale development, and validation. Journal
of interactive marketing, 28(2), 149-165.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015).
The effects of social media on emotions, brand relationship
quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76.
Labrecque, L. I. (2014). Fostering consumer–brand relationships
in social media environments: The role of parasocial
interaction. Journal of Interactive Marketing, 28(2), 134-148.
Schivinski, B., & Dabrowski, D. (2016). The effect of social
media communication on consumer perceptions of brands.
Journal of Marketing Communications, 22(2), 189-214.