Welcome to the InfoSci Platform
Reference Hub2
An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK

An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK

Kristina Krasimirova Dimitrova, Steve MacKay
Copyright: © 2017 |Volume: 7 |Issue: 2 |Pages: 19
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781522514909|DOI: 10.4018/IJOM.2017040102
Cite Article Cite Article

MLA

Dimitrova, Kristina Krasimirova, and Steve MacKay. "An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK." IJOM vol.7, no.2 2017: pp.23-41. http://doi.org/10.4018/IJOM.2017040102

APA

Dimitrova, K. K. & MacKay, S. (2017). An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK. International Journal of Online Marketing (IJOM), 7(2), 23-41. http://doi.org/10.4018/IJOM.2017040102

Chicago

Dimitrova, Kristina Krasimirova, and Steve MacKay. "An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK," International Journal of Online Marketing (IJOM) 7, no.2: 23-41. http://doi.org/10.4018/IJOM.2017040102

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.