Micro-Blog and E-Commerce Strategy: Investigating the Linkages

With the emergence of social media, companies have lost control over the interactions with customers and a large portion of online sales is affected by online conversations and user-generated content. Although companies are starting to understand the business implications deriving from user-generated content, there is still uncertainty about the relationship existing between social media investment and business performance. In this context, the research has analyzed the role of micro-blogs in improving the development and implementation of an e-commerce strategy. Findings have shown that micro-blogging constitutes for companies a powerful competitive tool able to positively influence an e-commerce strategy during three stages of the marketing process: marketing research, marketing communication and customer service