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The role of social networks in the communication of logistics companies with customers
("Ефективна економіка", 2025) Reshetnikova, O. V.; Borovyk, T. V.; Решетнікова, Ольга Валеріївна; Боровик, Тетяна Вікторівна
The role of social networks in the communication of logistics companies with customers has been researched in the context of digital transformation and globalization. The relevance of the topic is driven by the growing demand for rapid feedback, service transparency, and personalized engagement. Companies operating in both B2B and B2C segments must adapt their communication approaches, using social media as a key interaction channel. The core problem analyzed is the insufficient exploration of the specific role of social networks in the logistics field, particularly regarding their impact on customer satisfaction, service quality, and digital reputation. The aim of this study is to examine the functions, effectiveness, and strategic value of social media in the communication systems of logistics companies and to assess their role in shaping customer experience and market competitiveness. To achieve this, the research employed content analysis of the official social media pages of logistics companies, a comparative analysis of communication strategies across B2B and B2C contexts, as well as a review of academic sources, reports, and practical case studies.