Влияние SMM на лояльность и вовлеченность клиентов [Articol]
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Universitatea de Stat din Moldova
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This study examines the influence of social media marketing (SMM) on customer engagement and loyalty, focusing on the case of the travel company SRL “IraNatis". Through SWOT, PEST, Porter’s Five Forces, 7P analysis, surveys, and content analysis, the research identifies moderate SMM performance and untapped potential. Expanding to platforms like YouTube and TikTok and applying a strategic, data-driven approach could enhance the firm's competitive advantage and customer outreach.
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КРАВЧЕНКО, Ксения. Влияние SMM на лояльность и вовлеченность клиентов. In: UNIVERSITATEA DE STAT DIN MOLDOVA (USM). Analele ştiinţifice ale Universităţii de Stat din Moldova. Seria „Lucrări studenţeşti”. Ştiinţe exacte. Științe economice, ediția 2025. Chişinău: Editura USM, 2026. pp. 160-162. ISBN 978-9975-77-581-6 (PDF).