Marketing and the Domestication of Social Media

Kevin Mellet ()
Additional contact information
Kevin Mellet: Sociology - University of Glasgow

Post-Print from HAL

Abstract: This chapter focuses on a set of actors who played a crucial role in the domestication of social media by marketing. It presents an exploration of the business of social media marketing agencies. The domestication of word of mouth on social media sites by marketing is not self-evident. The chapter discusses the adventure of social media marketing is – or at least it is when one adopts the perspective of professionals – the history of the domestication of marketing by marketing, rather than the history of the domestication of word of mouth by marketing. The emerging market for social media marketing services is thus organised into three specialties: contagion, influence and community. Contagion is the figure of social relationships that underlies the area of social media marketing (SMM) agencies. This figure of the social relationship has led to the emergence of a large body of literature in social science, which has later been translated into the science of marketing. [Premier paragraphe]

Keywords: marketing; social media; influence (search for similar items in EconPapers)
Date: 2017-05
References: Add references at CitEc
Citations:

Published in Franck Cochoy; Joe Deville; McFall Liz. Markets and the Arts of Attachment, Taylor & Francis, pp.55 - 77, 2017, 9781315696454

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:hal:journl:hal-03397934

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().