The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
How Social Media is Transforming Marketing?
Abstract
Integrating companies to digital channels is a necessity to build and maintain a competitive advantage in today's market conditions. In the business environment, companies realize that sustainable competitive advantage can be gained only by understanding customers' needs and expectations, developing activities that meet their demands, ease their work, and engage them to the brand to create difference and value. Success in marketing will be driven by an effective communication and consumer experience. Marketing and brand managers are in the process of determining how social media tools impact them and what their digital transformation approach and communication strategy should be. This chapter examines the importance of social media for companies and benefits of social media on the performance of marketing processes that enable better communication, planning, and execution from consumer engagement to consumer purchase.
Related Content
Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh P. Somani.
© 2024.
36 pages.
|
Shikha Mittal.
© 2024.
21 pages.
|
Albérico Travassos Rosário.
© 2024.
31 pages.
|
Carla Sofia Ribeiro Murteira, Ana Cristina Antunes.
© 2024.
23 pages.
|
Mario Sierra Martin, Alvaro Díaz Casquero, Marina Sánchez Pérez, Bárbara Rando Rodríguez.
© 2024.
17 pages.
|
Poornima Nair, Sunita Kumar.
© 2024.
18 pages.
|
Neli Maria Mengalli, Antonio Aparecido Carvalho.
© 2024.
16 pages.
|
|
|