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EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY

Yıl 2014, Sayı: 46, 57 - 81, 15.06.2014

JUSTINA Setkute

Öz

In today’s competitive business environment greater numbers of companies are searching for sustainable competitive advantage by building long-term relationships with their customers. This study focuses on relationship marketing, marketing tool Facebook and its subsequent impact on the business performance. The existing literature highlights the importance of customer retention and the long-term relationships between the company and the customers. Social media and social networking sites with vast marketing capabilities are being quickly identified and adopted by successful companies. However, there is a lack of research in this area, especially identifying the implications Facebook can have on relationships between company and its customers. Consequently, this research aims to identify the uses of Facebook as a marketing tool in building and enhancing relationships with loyal customers. The primary objective of the study is to identify to what extent Facebook affects the relationships between loyal customers and company. In order to achieve research objective a highly structured questionnaire has been selected for the descriptive quantitative study. The study was conducted and primary data was collected in March – June 2011. While existing literature emphasises the importance of relationship marketing and the need to utilise new technological advantages for building and enhancing relationships with loyal customers, the primary research reveals controversial results. The overall trend is the customers have quite low level of loyalty to the telecommunications companies and they are not interested in committing to one service provider and creating long-lasting relationship. This study contributes to existing literature on relationship marketing and social networking sites and gives a broader outlook into these concepts by looking into Facebook as a relationship marketing tool. The findings of the study add more debate on Facebook as a relationship marketing tool and its effectiveness since the research partly denies the need of long-term relationships between companies and their customers.

Anahtar Kelimeler

Relationship Marketing Customer Loyalty Facebook

Kaynakça

  • Allfacebook.com (2011). Retreived April 7, 2011 from http://www.allfacebook.com/
  • Apklause.lt (2014). Retreived April 7, 2011 from http://apklausa.lt/
  • Ballantyne, D., Christopher, M. & Payne, A. (2003). Relationship Marketing: Looking Back, Looking Forward. Marketing Theory, 3 (1), 159-166.
  • Baron, S., Conway, T. & Warnaby G. (2010). Relationship Marketing: A Consumer Experience Ap- proach. UK: Sage Publications Ltd.
  • Berry, L. L. (1983). Relationship Marketing. Berry, L. L., Shostak, G. L. & Upah, G. D. (Edited by), Emerging Perspectives of Services Marketing, USA: American Marketing Association, 25-38.
  • Berry, L. L. (2002). Relationship Marketing of Services – Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1 (1), 71-77.
  • Boyd, D. M. & Ellison N. B. (2008). Social Network Sites: Definition, History and Scholarship. Jour- nal of Computer-Mediated Communication, 13 (1), 210-230.
  • Brown, R. (2009). Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications. UK: Kogan Page Ltd.
  • Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies. 2nd Edition. UK: Butterworth-Heinemann/Elsevier.
  • Chaffey, D. & Smith, PR (2008). eMarketing eXcellence: Planning and Optimizing your Digital Marketing. 3rd Edition. UK: Butterworth-Heinemann/Elsevier.
  • Christopher, M., Payne, A. & Ballantyne, D. (2002). Relationship Marketing: Creating Stakeholder Value. UK: Butterworth-Heinemann/Elsevier.
  • Chung, C. & Austria, K. (2010). Social Media Gratification and Attitude Toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on On- line Shopping Value. Proceedings of the Northeast Business & Economics Association, 581-586.
  • Comm, J. (2010). Twitter Power 2.0: How to Dominate your Market One Tweet at a Time. USA: John Willey & Sons, Inc.
  • Coyle, C. L. & Vaughn, H. (2008). Social Networking: Communication, Revolution or Evolution? Bell Labs Technical Journal, 13 (2), 13-18.
  • Culnan, M. J., McHugh, P. J. & Zubillaga, J. I. (2010). How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive, 9 (4), 243-259.
  • Dick, A. S. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Duffy, D. L. (2003). Internal and External Factors Which Affect Customer Loyalty. Journal of Con- sumer Marketing, 20 (5), 480-485.
  • Dutta, S. (2010). What’s Your Personal Social Media Strategy. Harvard Business Review, 88 (11), 127-130.
  • Ellison, N. B., Lampe, C. & Steinfield, C. (2009). Social Network Sites and Society: Current Trends and Future Possibilities. Interactions, 16 (1), 6-9.
  • Ellison, N. B., Steinfield, C. & Lampe C. (2007). The Benefits of Facebook ‘Friends’: Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12 (4), 1143-1168.
  • eMarketer (2011). What brand marketers expect from social media followers, Retreived April 7, 2011 from http://www.emarketer.com/Article.aspx?R=1008319
  • Evans, L. (2010). Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. USA: Que Publishing.
  • Facebook Press Room (2011). Retreived April 7, 2011 from http://www.facebook.com/press.php
  • Gallaugher, J. & Ransbotham, S. (2010). Social Media and Customer Dialog Management at Star- bucks. MIS Quarterly Executive, 9 (4), 197-212.
  • Godson, M. (2009). Relationship Marketing. USA: Oxford University Press.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19 (2), 99-113.
  • Gummesson, E. (2002). Relationship Marketing in the New Economy. Journal of Relationship Marketing, 1 (1), 37-58.
  • Harker, J. H. (1999). Relationship Marketing Defined? An Examination of Current Relationship Marketing Definitions. Marketing Intelligence & Planning, 17 (1), 13-20.
  • Inside Facebook (2011). Retreived April 7, 2011 from http://www.insidefacebook.com
  • Jones, T. O. & Sasser, W. E. Jr. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.
  • Levy, J. R. (2010). Facebook Marketing: Designing your Next Marketing Campaign. 2nd Edition. USA: Pearson Education, Inc.
  • Mashable Inc. (2011). Retreived April 7, 2011 from http://www.mashable.com
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment – Trust Theory of Relationship Marketing. Journal of Marketing, 58 (3), 20-38.
  • Ndubisi, N. O., Malhotra, N. K. & Wan, C. K. (2009). Relationship Marketing, Customer Satisfac- tion and Loyalty: A Theoretical and Empirical Analysis from Asian Perspective. Journal of International Consumer Marketing, 21, 5-16.
  • Newson, A., Houghton, D. & Patten, J. (2009). Blogging and Other Social Media: Exploiting the Technology and Protecting the Enterprise. UK: Gower Publishing Ltd.
  • Oliver, R., L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (Special Issue), 44-33.
  • Palmer, A. (1997). Defining Relationship Marketing: An International Perspective. Management Decision, 35 (4), 319-321.
  • Palmer, A (2002). The Evolution Of An Idea: An Environmental Explanation Of Relationship Mar- keting. Journal of Relationship Marketing, 1(1), 79-94.
  • Payne, A. (1994). “Relationship Marketing – Making the Customer Count. Managing Service Quality, 4 (6), 29-31.
  • Pempek, T. A., Yermolayeva, Y. A. & Calvert, S. L. (2009). College Students’ Social Networking Experiences on Facebook. Journal of Applied Developmental Psychology, 30 (3), 227-238.
  • Phillips, D. & Young, P. (2009). Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media. 2nd Edition, UK: Kogan Page Ltd.
  • Reichheld, F. F. (2001). Lead for Loyalty. Harvard Business Review, 79 (7), 76-84.
  • Reichheld, F. F., Markey, R. G. Jr. & Hopton, C. (2000). The Loyalty Effect – The Relationship Be- tween Loyalty and Profits. European Business Journal, 134-139.
  • Reinartz, W. & Kumar, V. (2002). The Mismanagement of Customer Loyalty. Harvard Business Review, 80 (7), 86-94.
  • Rowley, J. (2005). The Four Cs of Customer Loyalty. Marketing Intelligence and Planning, 23 (6), 574-581.
  • Rundle-Thiele, S. (2005). Exploring Loyal Qualities: Assessing Survey-Based Loyalty Measures. Journal of Services Marketing, 19 (7), 492-500
  • Ryšių reguliavimo tarnyba (2011). Ataskaita apie elektroninių ryšių sektorių. Retreived June 14, 2011 from http://www.rrt.lt/lt/apzvalgos-ir-ataskaitos/elektroniniu-rysiu-sektoriaus-mzk- m/2010-m..html
  • Sheth, J. N. (2002). The Future of Relationship Marketing. Journal of Service Marketing, 16 (7), 590-592.
  • Sheth, J. N. & Parvatiyar, A. (2002). Evolving Relationship Marketing Into A Discipline. Journal of Relationship Marketing, 1(1), 3-16.
  • Socialbakers.com (2011). Retreived April 7, 2011 from http://www.socialbakers.com
  • Socialbakers.com (2011). How Often Should You Post on Your Facebook Pages? Retreived June 6, 2011 from http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-face- book-pages/
  • Socialbakers.com (2011). How Should a Social Media Report Look Like? Retreived June 6, 2011 from http://www.socialbakers.com/blog/128-how-should-a-social-media-report-look-like/
  • Solis, B. & Breakenridge, D. (2009). Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR. USA: Pearson Education Ltd.
  • Solis, B. (2011). Time Spent on Social Networks up to 82% Around the World. Retreived April 7, 2011 from http://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82- around-the-wrold/
  • Stelzner, M. A. (2010). Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow their Businesses. Retreived April 5, 2010 from http://marketingwhitepapers. s3.amazonaws.com/SocialMediaMarketingReport2010.pdf
  • The Advance Guard (2009). Thoughts on How Brands Can Leverage Recent Changes to Facebook Pages, to Better Socialize Their Presence and Engage Their Fans. White Paper. Retreived April 10, 2011 from www.theadvanceguard.com/About_Face/About_Face_1.0.pdf.
  • Tns.lt (2010). Socialiniu Tinkle Svetainiu Naudojimas Tinkslinese Grupese. Retreived May 28, 2011 from http://www.tns.lt/lt/ziniasklaidos-tyrimai-kompiuteriu-ir-interneto-tyrimas-duome- nys-socialiniu-tinklu-svetaines
  • Uncles, M. D., Dowling, G. R. & Hammond, K. (2003). Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, 20 (4), 294-316.
  • Veidaknyge.lt (2011). Retreived June 2, 2011 from http://www.veidaknyge.lt/
  • Wilson, A., Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. (2008). Services Marketing: Integrating Customer Focus across the Firm. UK: McGraw-HillCompanies, Inc.
  • Wilson, J. (2009). Social Networking: The Business Case. Engineering and Technology, 4 (10), 54-56.

BİR İLİŞKİSEL PAZARLAMA ARACI OLARAK FACEBOOK’UN ETKİLERİ: LİTVANYA TELEKOMÜNİKASYON ENDÜSTRİSİ ÖRNEĞİ

Yıl 2014, Sayı: 46, 57 - 81, 15.06.2014

JUSTINA Setkute

Öz

Günümüzün rekabetçi iş ortamında çok sayıda şirket müşterileri ile uzun vadeli ilişkiler kurarak sürdürülebilir rekabet avantajı için uğraşmaktadır. Bu çalışma, ilişkisel pazarlama, pazarlama aracı olarak Facebook ve bunun işletme performansı üzerindeki etkisine odaklanmaktadır. Mevcut alanyazın müşteriyi elde tutmanın ve şirket ile müşteriler arasındaki uzun vadeli ilişkilerin önemini vurgulamaktadır. Sosyal medya ve geniş pazarlama kapasitelerine sahip sosyal ağlar hızlı bir şekilde tespit edilip başarılı şirketler tarafından benimsenmektedir. Ancak, Facebook’un şirket ve müşteriler arasındaki ilişkiler üzerindeki olabilir etkilerini belirlemek başta olmak üzere bu alanda araştırma eksikliği vardır. Dolayısıyla bu araştırma sadık müşteriler ile ilişkiler kurmak ve geliştirmek amacıyla bir pazarlama aracı olarak Facebook kullanımlarını tanımlamayı amaçlamaktadır. Çalışmanın temel amacı Facebook’un sadık müşteriler ile şirket arasındaki ilişkileri ne ölçüde etkilediğini belirlemektir. Araştırmanın amacına ulaşmak için tanımlayıcı nicel araştırmaya uygun olarak sağlam yapılandırılmış anket yapılmıştır. Çalışma Mart-Haziran 2011 tarihleri arasında yürütülmüş ve temel veriler toplanmıştır. Mevcut alanyazın ilişkisel pazarlamanın ve sadık müşterilerle ilişkileri geliştirmek için yeni teknolojik avantajlardan yararlanma ihtiyacının önemini vurgularken, temel araştırma çelişkili sonuçlar ortaya koymaktadır. Genel eğilim müşterilerin telekomünikasyon şirketlerine sadakatinin oldukça düşük seviyede olduğu ve bir servis sağlayıcı ile uzun ömürlü bir ilişki oluşturmak ve taahhüt altına girmekle ilgilenmedikleri yönündedir. Bu çalışma Facebook’u bir ilişki pazarlama aracı olarak inceleyerek ilişkisel pazarlama ve sosyal ağ siteleri kavramlarına dair daha genel bir görünüm sunmakta ve var olan alanyazına katkıda bulunmaktadır. Araştırma, şirketler ve müşteriler arasındaki uzun vadeli ilişkilerin ihtiyacını yadsımakta olduğundan çalışmanın bulguları Facebook’un bir ilişki pazarlama aracı olması ve etkililiği tartışmasını genişletmektedir.

Anahtar Kelimeler

İlişkisel Pazarlama Müşteri Sadakati Facebook

Kaynakça

  • Allfacebook.com (2011). Retreived April 7, 2011 from http://www.allfacebook.com/
  • Apklause.lt (2014). Retreived April 7, 2011 from http://apklausa.lt/
  • Ballantyne, D., Christopher, M. & Payne, A. (2003). Relationship Marketing: Looking Back, Looking Forward. Marketing Theory, 3 (1), 159-166.
  • Baron, S., Conway, T. & Warnaby G. (2010). Relationship Marketing: A Consumer Experience Ap- proach. UK: Sage Publications Ltd.
  • Berry, L. L. (1983). Relationship Marketing. Berry, L. L., Shostak, G. L. & Upah, G. D. (Edited by), Emerging Perspectives of Services Marketing, USA: American Marketing Association, 25-38.
  • Berry, L. L. (2002). Relationship Marketing of Services – Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1 (1), 71-77.
  • Boyd, D. M. & Ellison N. B. (2008). Social Network Sites: Definition, History and Scholarship. Jour- nal of Computer-Mediated Communication, 13 (1), 210-230.
  • Brown, R. (2009). Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications. UK: Kogan Page Ltd.
  • Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies. 2nd Edition. UK: Butterworth-Heinemann/Elsevier.
  • Chaffey, D. & Smith, PR (2008). eMarketing eXcellence: Planning and Optimizing your Digital Marketing. 3rd Edition. UK: Butterworth-Heinemann/Elsevier.
  • Christopher, M., Payne, A. & Ballantyne, D. (2002). Relationship Marketing: Creating Stakeholder Value. UK: Butterworth-Heinemann/Elsevier.
  • Chung, C. & Austria, K. (2010). Social Media Gratification and Attitude Toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on On- line Shopping Value. Proceedings of the Northeast Business & Economics Association, 581-586.
  • Comm, J. (2010). Twitter Power 2.0: How to Dominate your Market One Tweet at a Time. USA: John Willey & Sons, Inc.
  • Coyle, C. L. & Vaughn, H. (2008). Social Networking: Communication, Revolution or Evolution? Bell Labs Technical Journal, 13 (2), 13-18.
  • Culnan, M. J., McHugh, P. J. & Zubillaga, J. I. (2010). How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive, 9 (4), 243-259.
  • Dick, A. S. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Duffy, D. L. (2003). Internal and External Factors Which Affect Customer Loyalty. Journal of Con- sumer Marketing, 20 (5), 480-485.
  • Dutta, S. (2010). What’s Your Personal Social Media Strategy. Harvard Business Review, 88 (11), 127-130.
  • Ellison, N. B., Lampe, C. & Steinfield, C. (2009). Social Network Sites and Society: Current Trends and Future Possibilities. Interactions, 16 (1), 6-9.
  • Ellison, N. B., Steinfield, C. & Lampe C. (2007). The Benefits of Facebook ‘Friends’: Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12 (4), 1143-1168.
  • eMarketer (2011). What brand marketers expect from social media followers, Retreived April 7, 2011 from http://www.emarketer.com/Article.aspx?R=1008319
  • Evans, L. (2010). Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. USA: Que Publishing.
  • Facebook Press Room (2011). Retreived April 7, 2011 from http://www.facebook.com/press.php
  • Gallaugher, J. & Ransbotham, S. (2010). Social Media and Customer Dialog Management at Star- bucks. MIS Quarterly Executive, 9 (4), 197-212.
  • Godson, M. (2009). Relationship Marketing. USA: Oxford University Press.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19 (2), 99-113.
  • Gummesson, E. (2002). Relationship Marketing in the New Economy. Journal of Relationship Marketing, 1 (1), 37-58.
  • Harker, J. H. (1999). Relationship Marketing Defined? An Examination of Current Relationship Marketing Definitions. Marketing Intelligence & Planning, 17 (1), 13-20.
  • Inside Facebook (2011). Retreived April 7, 2011 from http://www.insidefacebook.com
  • Jones, T. O. & Sasser, W. E. Jr. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73 (6), 88-99.
  • Levy, J. R. (2010). Facebook Marketing: Designing your Next Marketing Campaign. 2nd Edition. USA: Pearson Education, Inc.
  • Mashable Inc. (2011). Retreived April 7, 2011 from http://www.mashable.com
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment – Trust Theory of Relationship Marketing. Journal of Marketing, 58 (3), 20-38.
  • Ndubisi, N. O., Malhotra, N. K. & Wan, C. K. (2009). Relationship Marketing, Customer Satisfac- tion and Loyalty: A Theoretical and Empirical Analysis from Asian Perspective. Journal of International Consumer Marketing, 21, 5-16.
  • Newson, A., Houghton, D. & Patten, J. (2009). Blogging and Other Social Media: Exploiting the Technology and Protecting the Enterprise. UK: Gower Publishing Ltd.
  • Oliver, R., L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (Special Issue), 44-33.
  • Palmer, A. (1997). Defining Relationship Marketing: An International Perspective. Management Decision, 35 (4), 319-321.
  • Palmer, A (2002). The Evolution Of An Idea: An Environmental Explanation Of Relationship Mar- keting. Journal of Relationship Marketing, 1(1), 79-94.
  • Payne, A. (1994). “Relationship Marketing – Making the Customer Count. Managing Service Quality, 4 (6), 29-31.
  • Pempek, T. A., Yermolayeva, Y. A. & Calvert, S. L. (2009). College Students’ Social Networking Experiences on Facebook. Journal of Applied Developmental Psychology, 30 (3), 227-238.
  • Phillips, D. & Young, P. (2009). Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media. 2nd Edition, UK: Kogan Page Ltd.
  • Reichheld, F. F. (2001). Lead for Loyalty. Harvard Business Review, 79 (7), 76-84.
  • Reichheld, F. F., Markey, R. G. Jr. & Hopton, C. (2000). The Loyalty Effect – The Relationship Be- tween Loyalty and Profits. European Business Journal, 134-139.
  • Reinartz, W. & Kumar, V. (2002). The Mismanagement of Customer Loyalty. Harvard Business Review, 80 (7), 86-94.
  • Rowley, J. (2005). The Four Cs of Customer Loyalty. Marketing Intelligence and Planning, 23 (6), 574-581.
  • Rundle-Thiele, S. (2005). Exploring Loyal Qualities: Assessing Survey-Based Loyalty Measures. Journal of Services Marketing, 19 (7), 492-500
  • Ryšių reguliavimo tarnyba (2011). Ataskaita apie elektroninių ryšių sektorių. Retreived June 14, 2011 from http://www.rrt.lt/lt/apzvalgos-ir-ataskaitos/elektroniniu-rysiu-sektoriaus-mzk- m/2010-m..html
  • Sheth, J. N. (2002). The Future of Relationship Marketing. Journal of Service Marketing, 16 (7), 590-592.
  • Sheth, J. N. & Parvatiyar, A. (2002). Evolving Relationship Marketing Into A Discipline. Journal of Relationship Marketing, 1(1), 3-16.
  • Socialbakers.com (2011). Retreived April 7, 2011 from http://www.socialbakers.com
  • Socialbakers.com (2011). How Often Should You Post on Your Facebook Pages? Retreived June 6, 2011 from http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-face- book-pages/
  • Socialbakers.com (2011). How Should a Social Media Report Look Like? Retreived June 6, 2011 from http://www.socialbakers.com/blog/128-how-should-a-social-media-report-look-like/
  • Solis, B. & Breakenridge, D. (2009). Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR. USA: Pearson Education Ltd.
  • Solis, B. (2011). Time Spent on Social Networks up to 82% Around the World. Retreived April 7, 2011 from http://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82- around-the-wrold/
  • Stelzner, M. A. (2010). Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow their Businesses. Retreived April 5, 2010 from http://marketingwhitepapers. s3.amazonaws.com/SocialMediaMarketingReport2010.pdf
  • The Advance Guard (2009). Thoughts on How Brands Can Leverage Recent Changes to Facebook Pages, to Better Socialize Their Presence and Engage Their Fans. White Paper. Retreived April 10, 2011 from www.theadvanceguard.com/About_Face/About_Face_1.0.pdf.
  • Tns.lt (2010). Socialiniu Tinkle Svetainiu Naudojimas Tinkslinese Grupese. Retreived May 28, 2011 from http://www.tns.lt/lt/ziniasklaidos-tyrimai-kompiuteriu-ir-interneto-tyrimas-duome- nys-socialiniu-tinklu-svetaines
  • Uncles, M. D., Dowling, G. R. & Hammond, K. (2003). Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, 20 (4), 294-316.
  • Veidaknyge.lt (2011). Retreived June 2, 2011 from http://www.veidaknyge.lt/
  • Wilson, A., Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. (2008). Services Marketing: Integrating Customer Focus across the Firm. UK: McGraw-HillCompanies, Inc.
  • Wilson, J. (2009). Social Networking: The Business Case. Engineering and Technology, 4 (10), 54-56.
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

JUSTINA Setkute Bu kişi benim

Yayımlanma Tarihi 15 Haziran 2014
Yayımlandığı Sayı Yıl 2014 Sayı: 46

Kaynak Göster

APA Setkute, J. (2014). EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal(46), 57-81.
AMA Setkute J. EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. Haziran 2014;(46):57-81.
Chicago Setkute, JUSTINA. “EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 46 (Haziran 2014): 57-81.
EndNote Setkute J (01 Haziran 2014) EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 46 57–81.
IEEE J. Setkute, “EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY”, İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 46, ss. 57–81, Haziran 2014.
ISNAD Setkute, JUSTINA. “EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 46 (Haziran 2014), 57-81.
JAMA Setkute J. EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2014;:57–81.
MLA Setkute, JUSTINA. “EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 46, 2014, ss. 57-81.
Vancouver Setkute J. EXPLORING THE EFFECT OF FACEBOOK AS A RELATIONSHIP MARKETING TOOL: THE CASE OF LITHUANIAN TELECOMMUNICATIONS INDUSTRY. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2014(46):57-81.
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