Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
}
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 -