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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: 23
ISBN13: 9781466661141|ISBN10: 1466661143|EISBN13: 9781466661158
DOI: 10.4018/978-1-4666-6114-1.ch076
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MLA

Sasser, Sheila, et al. "Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media." Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2014, pp. 1523-1545. https://doi.org/10.4018/978-1-4666-6114-1.ch076

APA

Sasser, S., Kilgour, M., & Hollebeek, L. D. (2014). Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media. In I. Management Association (Ed.), Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications (pp. 1523-1545). IGI Global. https://doi.org/10.4018/978-1-4666-6114-1.ch076

Chicago

Sasser, Sheila, Mark Kilgour, and Linda D. Hollebeek. "Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media." In Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1523-1545. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6114-1.ch076

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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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