The Antecedents of Customer-to-Customer Interaction to Brand and Communication Strategy: A Marketer’s Perspective

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Customer-to-Customer Interaction to Brand and Communication Strategy: A Marketer’s Perspective</title> <meta name="description" content="The Antecedents of Customer-to-Customer Interaction to Brand and Communication Strategy: A Marketer’s Perspective"> <meta name="keywords" content="social media, brand engagement, customer interaction, customer engagement, brand strategy, life insurance"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg 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class="card-body"><strong>Paper Count:</strong> 87506</div> </div> </div> </div> <div class="card publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">The Antecedents of Customer-to-Customer Interaction to Brand and Communication Strategy: A Marketer’s Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kartina%20Sury%20Kariman">Kartina Sury Kariman</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand-to-customer (B2C) engagement has been well established through the traditional platform such as direct sales, advertising, customer service center, customer hotline as well as brand usage experiences. Increasingly, interest to B2C has evolved to include customer-to-customer (C2C) interaction analysis aligned with the vast growth of web 2.0. Hence, discussion on C2C interaction and brand strategy have captured social media as it enables brands and C2C interaction to be connected in various ways, providing opportunities for marketers to shape their brand engagement strategy while reaching C2C as the targeted outcomes. The objective here is to provide a preliminary review of C2C interaction consisting the antecedents and consequences while highlighting areas of research interest within the context from marketers perspective and the business outcomes. This paper discusses how C2C interaction defines marketers’ brand and communication strategy and how social media trend shapes the strategy when promoting the awareness of life insurance industry and educating the target market. <iframe src="https://publications.waset.org/abstracts/17988.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=social%20media" title="social media">social media</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20engagement" title=" brand engagement"> brand engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20interaction" title=" customer interaction"> customer interaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20engagement" title=" customer engagement"> customer engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20strategy" title=" brand strategy"> brand strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=life%20insurance" title=" life insurance"> life insurance</a> </p> <a href="https://publications.waset.org/abstracts/17988/the-antecedents-of-customer-to-customer-interaction-to-brand-and-communication-strategy-a-marketers-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/17988.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">460</span> </span> </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a 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The Antecedents of Customer-to-Customer Interaction to Brand and Communication Strategy: A Marketer’s Perspective