Social Media Marketing: theories and applications

Dahl, Stephan (2015) Social Media Marketing: theories and applications. Sage Publications, London, UK.

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Few technological developments have created enthused and petrified marketing communication professionals and academics more than the loose concoction of different platforms referred to as social media. While some marketing professionals have hailed the social media as 'a game-changing technology with a major impact on business' (Corstjens and Umblijs, 2012: 433), even as a new paradigm of how to do business and connect to customers, others have been petrified by the possible onslaught of constant connectivity, the potential for ferocious customer intrusion and concerns with regards to nebulous privacy and fearful of potential backlashes when engaging with the new media.

Item ID: 43929
Item Type: Book (Teaching Material)
ISBN: 978-1-44628-074-4
Keywords: marketing, marketing communication, media,
Date Deposited: 10 Nov 2016 03:49
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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