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Social media: The new hybrid element of the promotion mix

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  • Mangold, W. Glynn
  • Faulds, David J.
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    Abstract

    The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers' direct control. This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present. Therefore, managers 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 are delineated herein. They include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers.

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    File URL: http://www.sciencedirect.com/science/article/B6W45-4W1SGJC-1/2/0f9b2d9d5933920f2424ba8d355af65e
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    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 52 (2009)
    Issue (Month): 4 (July)
    Pages: 357-365

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    Handle: RePEc:eee:bushor:v:52:y:2009:i:4:p:357-365

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    Web page: http://www.elsevier.com/locate/bushor

    Related research

    Keywords: Integrated marketing communications Social media Consumer-generated media Promotion mix;

    References

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    1. Dina Mayzlin, 2006. "Promotional Chat on the Internet," Marketing Science, INFORMS, vol. 25(2), pages 155-163, 03-04.
    2. Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
    3. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    4. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
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    Cited by:
    1. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    2. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
    3. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
    4. Elena Casprini & Alberto Di Minin, 2013. "The Social Media Revolution. Strategies and Attitudes towards the Rise of an Enabling Technology," Working Papers 201302, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    5. Sven Tischer & Lutz Hildebrandt, 2012. "Brand equity – how is it affected by critical incidents and what moderates the effect," SFB 649 Discussion Papers SFB649DP2012-062, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    6. Ferrell, Linda & Ferrell, O.C., 2012. "Redirecting direct selling: High-touch embraces high-tech," Business Horizons, Elsevier, vol. 55(3), pages 273-281.
    7. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    8. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    9. Dass, Mayukh & Kumar, Shivina, 2014. "Bringing product and consumer ecosystems to the strategic forefront," Business Horizons, Elsevier, vol. 57(2), pages 225-234.
    10. Parent, Michael & Plangger, Kirk & Bal, Anjali, 2011. "The new WTP: Willingness to participate," Business Horizons, Elsevier, vol. 54(3), pages 219-229, May.
    11. Andreea Ionescu & Laurentiu-Dan Anghel & Gheorghe Jinga, 2014. "Organizations` Responsibility in Maintaining the Security of Personal Data posted Online by Romanian Consumers: an Exploratory Analysis of Facebook and Linkedin," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 273, February.
    12. Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
    13. Korschun, Daniel & Du, Shuili, 2013. "How virtual corporate social responsibility dialogs generate value: A framework and propositions," Journal of Business Research, Elsevier, vol. 66(9), pages 1494-1504.
    14. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    15. Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.

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