Social Media and Markets

Prof Rajagopal

Chapter Chapter 3 in Agile Marketing Strategies, 2022, pp 55-85 from Springer

Abstract: Abstract This chapter discusses managing the customer space through digital interactions and socializing the businesses through crowd motivation, network marketing, and social media channels. Socially constructed marketing imageries within e-atmospherics develop social phenotype (excessive use of digital media and crowd relationships), which helps consumers toward making choices and decisions. Yet retailing technology interactions with consumers are rarely evaluated from a social perspective. This chapter critically examines the social phenotype behavior among consumers and discusses how firms can use such behavioral phenomenon in developing agility in business to improve market competitiveness. Discussions on social media marketing and evolution of communication strategies in this chapter delineate the growth of social media channels as emerging platforms for nurturing relationship marketing.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-04212-6_3

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DOI: 10.1007/978-3-031-04212-6_3

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