An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK

Kristina Krasimirova Dimitrova and Steve MacKay
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Kristina Krasimirova Dimitrova: Birmingham City University, Birmingham, UK
Steve MacKay: Birmingham City University, Birmingham, UK

International Journal of Online Marketing (IJOM), 2017, vol. 7, issue 2, 23-41

Abstract: High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:7:y:2017:i:2:p:23-41

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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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