The Strategic Use of Social Media in Services Marketing

• Author(s): Andrea Valim Magalhães
• Paper ID: 1713479
• Page: 456-459
• Published Date: 30-11-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 5 November-2023

Abstract

The growing relevance of social media has significantly transformed services marketing by reshaping how value is communicated, experienced, and co-created between organizations and consumers. Given the inherent characteristics of services, such as intangibility and heterogeneity, service providers face persistent challenges in reducing perceived risk and demonstrating quality prior to consumption. This article examines the strategic role of social media in services marketing, integrating academic literature with professional experience to explore how digital platforms enhance customer engagement, relationship building, and service credibility. The discussion highlights the role of interactive communication, user-generated content, and data-driven adaptability in strengthening service positioning and customer trust. Drawing upon established theoretical frameworks and applied insights, the article demonstrates that social media functions not merely as a promotional tool but as an integral component of the service experience itself, contributing to sustainable competitive advantage in service-driven markets.

Keywords

Services Marketing; Social Media; Customer Engagement; Relationship Marketing; Digital Communication

Citations

IRE Journals:
Andrea Valim Magalhães "The Strategic Use of Social Media in Services Marketing" Iconic Research And Engineering Journals Volume 7 Issue 5 2023 Page 456-459

IEEE:
Andrea Valim Magalhães "The Strategic Use of Social Media in Services Marketing" Iconic Research And Engineering Journals, 7(5)