 Social MarketingChapter 4 in Managing Social Media and Consumerism, 2013, pp 69-88 from Palgrave Macmillan Abstract: Abstract Social marketing platforms have driven consumers to get increasingly involved in active roles, not only in communicating among their peers but also in co-creating marketing content with companies and their respective brands. Many social media consumer groups have become strategic partners to the companies in building their brands, for example Bimbo bread company in Mexico has been using social media platforms to promote its brands for a while now and recently it has created a social media platform for football fans using celebrity players to promote its sandwich bread brands. Most consumer-oriented companies are also looking to develop online social marketing programs and campaigns in an effort to reach consumers on a where it’s at basis to give the live shopping experience online. However, most companies do not truly understand how to get involved with their consumers actively through social media, and platforms such as YouTube, Facebook, and Twitter are too often treated as standalone elements rather than part of an integrated system (Horppu et al., 2008). Keywords: Social Network; Corporate Social Responsibility; Social Medium; Customer Relationship Management; Social Marketing (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_4 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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