Effect on social media agility to strengthening relationship for pharmaceutical business of Thailand
Keywords:Social information processing capabilities, customer co-creation, customer involvement, social media agility, the strength of the customer-firm relationship.
The firms and the industries still using the ways and means of promotion and publicizing the products has not still achieved the level of success as the modern means of social media is providing in creating a huge demand for their products. This study involves the modern means of communication agility promises success, development, and significance of the product in an efficient manner. The social media plays a vital role in creating a demand of the products by explaining the need of the product and also a very effective source of creating a link among industries, firms, management, employees and especially the individual ones come to know the skills, expertise. The impact of social media in strengthening the relationship with the customer has been very keenly observed and the findings show that such research has detailed that the use of social media has influenced the internal and the external capabilities. The data gathered in this study shows that the firms and the industries using the approach of social media have a revolutionary impact on building and strengthening the relationship between the customer and the management, employees. This study shows a strong bond between a firm and the customer through the use of social media.
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