Fans, Friends, and Followers: Social Media in the Retailers' Marketing Mix

The purpose of this paper is to examine the use of social media marketing (SMM) by retailers, and to propose research to examine adoption of SMM by top-rated retailers. The growth of social media networks and consumer usage are discussed, from the retailer perspective. A summary of recent applicatio...

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Bibliographic Details
Published in:The journal of applied business and economics 2011-07, Vol.12 (3), p.61
Main Authors: Kunz, Michelle B, Hackworth, Brittany, Osborne, Peggy, High, J Dustin
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Budgets
Consumers
Customers
Integration
Internet
Marketing
Online advertising
Retail stores
Retailing industry
Social networks
Social research
Studies
User behavior
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Summary:The purpose of this paper is to examine the use of social media marketing (SMM) by retailers, and to propose research to examine adoption of SMM by top-rated retailers. The growth of social media networks and consumer usage are discussed, from the retailer perspective. A summary of recent applications of SMM by retailers is reviewed, and research propositions are presented. [PUBLICATION ABSTRACT]
ISSN:1499-691X