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Theoretical Framework

This study uses Chaffey's theory of digital marketing from 2002 as a guide. Chaffey's theory states that companies should monitor and facilitate customer interactions, participation, and sharing through digital media to encourage positive engagement with the company and its brands leading to commercial value. Interactions may occur on a company's own site, social networks, and other third party websites. Social media marketing is also important, as it deals with conducting customer conversations on websites, social networks, and other channels to send messages to customers who choose to receive them. However, companies must start and participate in customer interactions to fully benefit from online networking.

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3K views2 pages

Theoretical Framework

This study uses Chaffey's theory of digital marketing from 2002 as a guide. Chaffey's theory states that companies should monitor and facilitate customer interactions, participation, and sharing through digital media to encourage positive engagement with the company and its brands leading to commercial value. Interactions may occur on a company's own site, social networks, and other third party websites. Social media marketing is also important, as it deals with conducting customer conversations on websites, social networks, and other channels to send messages to customers who choose to receive them. However, companies must start and participate in customer interactions to fully benefit from online networking.

Uploaded by

tyun gyu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Theoretical Framework:

This study makes use of a theory that will serve as a guide in the entire process of this

research which is Chaffey’s Theory on digital marketing.

In 2002, Chaffey said that Monitoring and facilitating customer’s interaction,

participation and sharing through digital media to encourage positive engagement with a

company and its brands leading to commercial value. Interactions may occur on a company site,

social networks and other third party websites.

An important aspect of online marketing is social media marketing, which deals with how

to conduct customer conversations on websites, Facebook, Tumbler, and Twitter. You may also

do this on a blog or forum. It can be used in conjunction with more traditional communication

channels, like Facebook or Twitter, to send messages to customers or partners who have chosen

to receive them. However, it is essential to start and participate in client interactions in order to

fully benefit from online networking. These can be linked to products, innovations, or client
benefits and are implemented in order to learn more about clients and provide assistance, thereby

improving how an organization is perceived.

Today, the use of online social networking has cemented its place at the core of

computerized corporate processes. Making a web-based social networking or client engagement

process is challenging because it calls for a change in the organization's perspective because it

may mean giving up some control in order to enable clients to communicate with them

effectively.

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