When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks

Qingjiang Yao ()
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Qingjiang Yao: Lamar University

Chapter Chapter 20 in The Palgrave Handbook of Interactive Marketing, 2023, pp 451-473 from Springer

Abstract: Abstract This chapter proposes five social media categories, overviews category representatives and their user profiles, and summarizes five interactive marketing features. The chapter also examines social media analytics, measurements, and ethical issues in interactive marketing and explores how social media can function more effectively in interactive marketing with the advancement of the new technology of big data, VR, AR, and artificial intelligence.

Keywords: Social media; Social media classification; User demographics; Social media analytics and measures; Consumer interaction (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_20

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DOI: 10.1007/978-3-031-14961-0_20

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