Social media has found its way into most businesses as a tool to
push sales. However, its potential to create long-term customer
loyalty has not been fully exploited. In industries characterized
by fierce competition, customer loyalty is key for sustainable
success. How can companies attract future consumers? Born in the
digital age, digital natives are powerful experts of social media
and will dominate businesses. By focusing and building on insights
from the aviation industry, this book develops an approach to use
social media in a way that engages the digital natives in long-term
customer relationship management (CRM). (Series: Internet Economics
/ Internetokonomie - Vol. 7)
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