The impact of Social Media Marketing on Consumer-Brand Relationship: The case of Amabile

Purpose: Multiple factors have been involved in changing the characteristics of markets, including political, social, economic and, most of all, technological ones. The advent of the Internet has facilitated digitalization, accelerating a phenomenon that has already been occurring for some time, namely customer centricity – the focus of companies is no longer on the product, but on the customer. Method: Digitalization has led to the emergence of social media, which has paved the way for a new form of marketing – social media marketing. This tool enabled large, medium and small enterprises to grow exponentially with no need for the huge investments that other ways of development require. Effects: The study aims to analyze the significant impact of social media marketing on consumer-brand relationship, focusing on the importance of communication in the digital age to build longer lasting relationships. In support of this thesis, a case study of the jewelry brand Amabile is presented.