Authors:

Rachna Gandhi, Jaygiri Goswami

Abstract:

Now a days being a consumer, for purchasing any product or services we try to gather as much information as possible so that we can make best decision. There are lots of sources available in the market to get such kind of information but most of them are controlled and driven by brands itself. So to get trustworthy and true insights regarding brand and products many consumers prefers reviews and experience shared by other consumers. Social Media is acting as a mediator in the above activity. Both, brands and consumers are available on social media which make things easy for consumer to get information regarding brands and service. On the other hand brands are also tracking the content generated by users so that they can know about their loop holes, level of satisfaction and their brand’s perceived image in the minds of their consumers and can solve the quarry or can make necessary changes in their products, services, promotional campaigns etc. This activity of monitoring and tracking user’s content regarding brand is known as Social Listening.

This Social Listening trend on social media is becoming popular now a days. Consumers are getting awareness that brands are listening and their self-generated content is valuable and its worth sharing. This paper defines the Social Listening concepts from the scratch its need and roles, its association in various activities like consumer engagement, relationship management, word of mouth publicity and complaining behavior, its future perspective and limitations with an objective to recognize Social Listening as an Emerging Dimension of social media. 

Keywords:

Social Listening, Social Media, customer relationship, engagement, word of mouth

Vol & Issue:

VOL.14, ISSUE No.Special Issue 1, january 2022