Social Media Marketing Perspectives in the Organization in Morelia, Mexico

Salvador Madrigal Moreno, Gerardo Gabriel Alfaro Calder¨®n and Flor Madrigal Moreno

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 128-137

Abstract: Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.

Keywords: social media marketing; digital inclusion; communication strategies (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:128-137

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