Customers' availability and unlimited access to information is the primary threat and misunderstanding associated with social media. These actions are not completely under the control of the company because situations and customer reactions can be unpredictable at times. However, only a small number of businesses can effectively use social media to increase revenue.
The issue is that businesses lack the necessary characteristics to maintain sufficient interaction with customers to generate higher revenues. Also, the problem can be reformulated because enterprises underestimate the importance of social media and its powerful influence on their profits and reputation. Nevertheless, research is required because it will aid in determining the explicit features that a company should have to build reliable and successful social media campaigns.
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