The Human Corporation: Developing Relationships and Improving Consumer Trust
Loading...
Authors
Okamoto, Jasmine
Issue Date
2012
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
The purpose of this paper was to evaluate how the inception and popularity of social media has altered the dynamic between customers and companies by acting to "humanize" corporations and increase transparency and openness. While longstanding traditional marketing techniques have prevented customers from voicing their opinions about companies, social media has become an enabler for customers to critique individual organizations as well as develop more in-depth relationships with companies. The benefits and problems that arise for individual businesses due to these changes are also examined.
Description
iv, 20 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.