Market Communication and Grapevine

Prof Rajagopal

Chapter 2 in Managing Social Media and Consumerism, 2013, pp 24-44 from Palgrave Macmillan

Abstract: Abstract The growth of Internet-based social media in the twenty-first century has made it possible for one person to communicate with unlimited friends and peers about products and consumer experiences. Most companies also connect to social media platforms on the internet and offer opportunities to share consumer experience. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. Social media is a hybrid of promotional elements: in a traditional sense it enables companies to interact with their customers, while in a nontraditional sense it enables customers to interact directly with their peers. The content, timing, and frequency of the social media-based conversations occurring between consumers are often beyond a firm’s control, as the communication process takes its independent interactive path in the social media. This stands in contrast to the traditional integrated marketing communications paradigm, whereby a high degree of control is present. Therefore, firms must learn to shape consumer discussions in a manner that is consistent with the organization’s mission and performance goals. Methods by which this can be accomplished include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers (Mangold and Faulds, 2009).

Keywords: Social Medium; Purchase Intention; Interactive Communication; Social Media Platform; Online Review (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137281920

DOI: 10.1057/9781137281920_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().