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Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media

Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media

Sheila Sasser, Mark Kilgour, Linda D. Hollebeek
Copyright: © 2014 |Pages: 24
ISBN13: 9781466651944|ISBN10: 1466651946|EISBN13: 9781466651951
DOI: 10.4018/978-1-4666-5194-4.ch002
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MLA

Sasser, Sheila, et al. "Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media." Harnessing the Power of Social Media and Web Analytics, edited by Anteneh Ayanso and Kaveepan Lertwachara, IGI Global, 2014, pp. 29-52. https://doi.org/10.4018/978-1-4666-5194-4.ch002

APA

Sasser, S., Kilgour, M., & Hollebeek, L. D. (2014). Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media. In A. Ayanso & K. Lertwachara (Eds.), Harnessing the Power of Social Media and Web Analytics (pp. 29-52). IGI Global. https://doi.org/10.4018/978-1-4666-5194-4.ch002

Chicago

Sasser, Sheila, Mark Kilgour, and Linda D. Hollebeek. "Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media." In Harnessing the Power of Social Media and Web Analytics, edited by Anteneh Ayanso and Kaveepan Lertwachara, 29-52. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5194-4.ch002

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Abstract

The focus of this chapter is to address emerging trends, opportunities, and key challenges facing managers in their communication processes in an increasingly interactive social media environment. A review of the current social media literature and two qualitative research studies provide insights into the changing nature of the communications process in social media, as opposed to more traditional, communications environments. These insights are drawn together to provide a number of managerial implications for social media marketers.

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