The Strategic Use of Social Media in Services Marketing

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@article{1713479,
      author = {Andrea Valim Magalh?es},
      title = {The Strategic Use of Social Media in Services Marketing},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {7},
      number = {5},
      pages = {456-459},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1713479.pdf},
      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},
      month = {November},
  }