Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web

Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web

Abeer A. Mahrous (Cairo University, Egypt)
DOI: 10.4018/978-1-4666-3954-6.ch004
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Abstract

This chapter aims at shedding the light on the rising global phenomena of social media marketing either in the B2C or in the B2B markets. Specifically, the chapter provides a review and synthesis of the prominent literature on social media marketing as well as examining the best practices of companies that use social media platform to achieve marketing objectives. A special emphasis is given on delineating the effect of social media use on customer buying behavior. The chapter concludes with useful insights and tips that can help companies to develop social media marketing strategies in order to boost brand visibility and enhance sales.
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The Marketing Essence And Spectrum Of Social Media

Nowadays, there is a bewildering array of social media (e.g., Wikipedia, YouTube, Facebook, Second Life, and Twitter), which make it hard to define what they are and to discern what they have in common (Zimmerman & Sahlin, 2010). A recent definition by Kaplan and Haenlein (2010) seems to capture the business essence of social media; they identified social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (p.62).

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