Document Type
Thesis
Abstract
This paper explores the role of social media in increasing a company’s brand equity and strengthening its customer relationships. The data collected consists of three case studies of major American companies, two interviews with Brazilian entrepreneurs, and a survey conducted to start-up companies in the New York City area. The paper then concludes that the use of social media by businesses, leads to a positive relationship with brand equity and improved customer relationships. Nevertheless, further research is required to see how other factors interact with brand equity and customer relationships to get a better understanding of social media and its impact on each variable.
Recommended Citation
Khachatryan, Victor, "How Corporations Use Social Media: An Exploratory Study" (2014). Honors College Theses. 142.
https://digitalcommons.pace.edu/honorscollege_theses/142
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Marketing Commons, Sales and Merchandising Commons
Comments
Original document was submitted as an honors thesis requirement. Copyright is held by the author.