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What is Social Media Marketing (SMM)

Managing Social Media Practices in the Digital Economy
Part of Internet marketing that is marketing through SMCs.
Published in Chapter:
A Literature Review of Social Media for Marketing: Social Media Use in B2C and B2B Contexts
Bahtışen Kavak (Hacettepe University, Turkey), Neslişah Özdemir (Kastamonu University, Turkey), and Gülay Erol-Boyacı (Başkent University, Turkey)
Copyright: © 2020 |Pages: 30
DOI: 10.4018/978-1-7998-2185-4.ch004
Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
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Firm's Competitive Growth in the Social Media Age
Means techniques that aim to promote products or spread brand awareness through social networks and its applications; it can also defined as a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals.
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