Родионова Екатерина Григорьевна
Social Media Marketing Activities in Managing Customer Journey
The purpose of the study is to analyze appropriate social media marketing activities in managing customer journey. First, a theoretical framework was built on the base of analyzed literature on social media marketing and concepts of customer experience and customer journey. Several suggestions considering appropriate SMM activities on each stage of customer journey were created. In order to check these suggestions a survey of customers was conducted in a form of online questionnaire. 312 respondents (245 Russians and 76 foreigners) took part in the research. Based on the research conducted several recommendations were given which SMM activities are appropriate on each stage of customer journey.