IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Social Media, Marketing Practices, and Consumer Behavior

Social Media, Marketing Practices, and Consumer Behavior
View Sample PDF
Author(s): Nozha Erragcha (Tunis Business School, University of Tunis, Tunisia) and Hanene Babay (University of Monastir, Tunisia)
Copyright: 2022
Pages: 19
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch003

Purchase

View Social Media, Marketing Practices, and Consumer Behavior on the publisher's website for pricing and purchasing information.

Abstract

This chapter looks at the phenomenon of social media and its consequences on marketing and consumer behavior. To express an opinion, the authors first define the notion of “social media,” review their different types as well as the decisive moments that marked their history. Then, they focus on the influence of these media on marketing practices by referring to the changes that have affected the marketing approach from the stage of the market study to the stage of control of marketing actions companies. Finally, they are very interested in the changes that have affected the traditional decision-making process and are announcing useful recommendations to respond to this set of changes.

Related Content

Laura Holgado-Ruiz, José Ramón Saura, Beatriz Rodríguez Herráez. © 2023. 24 pages.
Dino Sossi. © 2023. 25 pages.
Sheldondra J. Brown, Grace M. Babcock, Monica Bixby Radu. © 2023. 11 pages.
Aifheli Makhwanya. © 2023. 14 pages.
Rui Alexandre Novais. © 2023. 23 pages.
Hasan Turgut. © 2023. 19 pages.
Debika Sihi. © 2023. 27 pages.
Body Bottom