Author(s)

Yaxuan She ¹

Affiliation(s)

¹ Nanjing Jinling High School Hexi Campus, Nanjing, China

Corresponding Author

Yaxuan She

ABSTRACT

This thesis, by comparing the two popular social software--WeChat and Facebook home and abroad respectively, mainly discusses the definition and major characteristics of online social networking, points out its influences on companies’ conducting relationship marketing, and proposes the strategies which are supposed to be adopted by the enterprises in the new media time so as to help them carry out relationship marketing more effectively in their sales.

KEYWORDS

Relationship marketing, New media, Online social networking, Wechat, Facebook

CITE THIS PAPER

Yaxuan She. On the Strategies of Relationship Marketing in the Era of New Media-Comparisons between Wechat and Facebook. Journal of Sociology and Ethnology (2021) 3: 57-60. DOI: http://dx.doi.org/10.23977/jsoce.2021.030313.

REFERENCES

[1] Chetna Kudeshia, Arun Mittal. Social Media: An Eccentric Business Communication Tool for the 21st Century Marketers[J]. International Journal of Online Marketing (IJOM), 2015(2)
[2] Clare Madge, Julia Meek. Facebook, social integration and informal learning at university: 'It is more for socializing and talking to friends about work than for actually doing work’[J]. Learning, Media and Technology. 2009(2)
[3] Jagdish N. Sheth. The Future of Relationship Marketing[M]. Journal of Services Marketing. 2002, 16(7):590-592

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