Usage Benefits of Enterprise Social Media from Customers' Perspective

More and more enterprises come to adopt a range of social media in marketing recent years. However, little is presently known about the relevant usage benefits determining the usage for the specific purpose of marketing planning and marketing experience sharing. This study devised 13 usage benefits indicators from the perspective of customers. We collected data using surveys and employed the analytic hierarchy process method (AHP) to sort the importance of these indicators. The results show that image benefit is a dominant benefit. Specifically, enterprise popularity, enterprise competitiveness and customer loyalty are the three extremely important benefits by using enterprise social media.