Social media has provided endless opportunities for marketers,
fuelling their desire to learn more about their consumers through
this dynamic online environment. Yet many organisations are finding
it difficult to create effective marketing strategies, making
decisions that are based on research that is highly focused on the
nature and boundaries of social media. The changing behaviour of
consumers, variety of platforms and changing culture indicates that
much of the research around this topic is still highly fragmented.
Social Media in the Marketing Context: A State of the Art Analysis
and Future Directions provides a comprehensive overview of the
current literature surrounding social media and the marketing
discipline, highlighting future development opportunities in both
knowledge and practice.
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