IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01531357.html
   My bibliography  Save this paper

From social networks to mobile social networks : applications in the marketing evolution

Author

Listed:
  • Zhenzhen Zhao

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

Digital marketing has put mobile and social into the center of the vision. Mobile and social interactions have transformed marketing activities and imposed a new paradigm on consumer behaviors based on real-time customer relationship management, peer-to-peer social influence and idea co-creation with consumers. Extensive research has been conducted in both mobile and social media domain, however few research has led a systematic approach by illustrating the marketing evolution and identifying mobile and social features. In this chapter, we fill this research gap through a literature review approach by first presenting the new marketing paradigm created by social networks, and then analyzing the marketing evolution from web-based social networks to mobile social networks. The mobile and social features are identified to guide marketers for application design. Finally, four case studies are presented to show how these features are distributed in applications to lead a better consumer experience. This chapter brings both theoretical and practical implications in this new trends.

Suggested Citation

  • Zhenzhen Zhao & Christine Balagué, 2017. "From social networks to mobile social networks : applications in the marketing evolution," Post-Print hal-01531357, HAL.
    • Handle: RePEc:hal:journl:hal-01531357
    DOI: 10.4018/978-1-5225-2449-6.ch002
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01531357. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.