Social Media Marketing

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Author(s): Vipin K. Nadda (University of Sunderland – London, UK), Sumesh Singh Dadwal (Glyndwr University London, UK)and Azmat Firdous (University of Sunderland, UK)
Copyright: 2015
Pages: 21
Source title: Handbook of Research on Integrating Social Media into Strategic Marketing
Source Author(s)/Editor(s): Nick Hajli (Newcastle University Business School, UK)
DOI: 10.4018/978-1-4666-8353-2.ch021

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter provides an insight of contemporary developments in social media marketing with special reference to the emergence of online technology and its influence upon various marketing operations. The information flow through the introduction of the concept of social Media involving the synthesis of sociology and technology and creating an environment on the internet where people share experiences with each other and develop networks followed by analysis of its three main components (Publishing Technology for Everyone, Information Diffusion, and Relationship Building) highlighting its various dimensions. Further, it leads to discussion about Social Media Marketing becoming a latest and popular trend as a digital platform for social interaction between virtual communities. Next section details main social media platforms, their rankings, features, corresponding strategic actions followed by advantages and challenges for organisations using Social Media for Marketing.

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