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Social Networking Sites and Marketing Strategies

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter

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Social Networking Sites and Marketing Strategies. / Wu, Ying; Stewart, Malcolm; Liu, Rebecca Ru-Yuh.
Handbook of Research on Integrating Social Media into Strategic Marketing. ed. / Nick Hajili. Hershey, PA: IGI Global, 2015. p. 207-239.

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter

Harvard

Wu, Y, Stewart, M & Liu, RR-Y 2015, Social Networking Sites and Marketing Strategies. in N Hajili (ed.), Handbook of Research on Integrating Social Media into Strategic Marketing. IGI Global, Hershey, PA, pp. 207-239. https://doi.org/10.4018/978-1-4666-8353-2.ch013

APA

Wu, Y., Stewart, M., & Liu, R. R.-Y. (2015). Social Networking Sites and Marketing Strategies. In N. Hajili (Ed.), Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 207-239). IGI Global. https://doi.org/10.4018/978-1-4666-8353-2.ch013

Vancouver

Wu Y, Stewart M, Liu RRY. Social Networking Sites and Marketing Strategies. In Hajili N, editor, Handbook of Research on Integrating Social Media into Strategic Marketing. Hershey, PA: IGI Global. 2015. p. 207-239 doi: 10.4018/978-1-4666-8353-2.ch013

Author

Wu, Ying ; Stewart, Malcolm ; Liu, Rebecca Ru-Yuh. / Social Networking Sites and Marketing Strategies. Handbook of Research on Integrating Social Media into Strategic Marketing. editor / Nick Hajili. Hershey, PA : IGI Global, 2015. pp. 207-239

Bibtex

@inbook{13c1e7f92c484e619fe08b3a7c403f05,
title = "Social Networking Sites and Marketing Strategies",
abstract = "This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to {\textquoteleft}bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.",
author = "Ying Wu and Malcolm Stewart and Liu, {Rebecca Ru-Yuh}",
year = "2015",
month = apr,
doi = "10.4018/978-1-4666-8353-2.ch013",
language = "English",
isbn = "9781466683532",
pages = "207--239",
editor = "Nick Hajili",
booktitle = "Handbook of Research on Integrating Social Media into Strategic Marketing",
publisher = "IGI Global",

}

RIS

TY - CHAP

T1 - Social Networking Sites and Marketing Strategies

AU - Wu, Ying

AU - Stewart, Malcolm

AU - Liu, Rebecca Ru-Yuh

PY - 2015/4

Y1 - 2015/4

N2 - This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

AB - This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

U2 - 10.4018/978-1-4666-8353-2.ch013

DO - 10.4018/978-1-4666-8353-2.ch013

M3 - Chapter

SN - 9781466683532

SP - 207

EP - 239

BT - Handbook of Research on Integrating Social Media into Strategic Marketing

A2 - Hajili, Nick

PB - IGI Global

CY - Hershey, PA

ER -