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Social media: The new hybrid element of the promotion mix

Author

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

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.

Suggested Citation

  • Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
  • Handle: RePEc:eee:bushor:v:52:y:2009:i:4:p:357-365
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    References listed on IDEAS

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    1. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, pages 143-149.
    2. Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, 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, pages 291-304.
    4. Dina Mayzlin, 2006. "Promotional Chat on the Internet," Marketing Science, INFORMS, pages 155-163.
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