Utilising LinkedIn as an effective marketing channel to engage with and attract potential customers

Xian, Yayan and Yaeghoobi, Ehsan (2018) Utilising LinkedIn as an effective marketing channel to engage with and attract potential customers. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

[img]
Preview
PDF (Cover) - Published Version
148Kb
[img]
Preview
PDF (Article) - Published Version
1096Kb

Abstract or Summary

This study aims to find out how LinkedIn, as a chosen social media channel, can be utilised as an effective marketing channel to engage with and attract potential customers. It explores a successful local immigration consultancy which has done extremely well in the past 26 years, becoming one of the largest and most successful consultancies in the country. However, according to the owner, 90% of the business is obtained from customers’ positive experience, and he believes that the firm needs to be proactive in generating business instead of staying in the comfort zone. Along with the rapid development of technologies and the wide use of social media, the purpose of utilising a social media marketing channel is to catch up with technology and be more active in the industry. This study carried out semi-structured interviews for both clients and employees, with selective samples, and analysed the data with attention to their knowledge and perspectives of using LinkedIn. Findings suggest that knowledge of LinkedIn has restrained user’s motivation of using the platform at a certain level. Moreover, the context of a corporate LinkedIn page plays a significant role in attracting potential customers. Therefore, a result of implementing LinkedIn training to employees at the firm was identified. It is recommended that keeping well-managed content from a professional perspective on the corporate page on LinkedIn constantly is an effective way to engage with potential customers.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:LinkedIn, marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6539
Deposited By:
Deposited On:17 Dec 2018 21:21
Last Modified:17 Dec 2018 21:21

Repository Staff Only: item control page