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How Social Media is Transforming Marketing?

How Social Media is Transforming Marketing?

İbrahim Kırcova, Ebru Enginkaya
Copyright: © 2022 |Pages: 19
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch050
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MLA

Kırcova, İbrahim, and Ebru Enginkaya. "How Social Media is Transforming Marketing?." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 908-926. https://doi.org/10.4018/978-1-6684-6287-4.ch050

APA

Kırcova, İ. & Enginkaya, E. (2022). How Social Media is Transforming Marketing?. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 908-926). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch050

Chicago

Kırcova, İbrahim, and Ebru Enginkaya. "How Social Media is Transforming Marketing?." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 908-926. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch050

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Abstract

Integrating companies to digital channels is a necessity to build and maintain a competitive advantage in today's market conditions. In the business environment, companies realize that sustainable competitive advantage can be gained only by understanding customers' needs and expectations, developing activities that meet their demands, ease their work, and engage them to the brand to create difference and value. Success in marketing will be driven by an effective communication and consumer experience. Marketing and brand managers are in the process of determining how social media tools impact them and what their digital transformation approach and communication strategy should be. This chapter examines the importance of social media for companies and benefits of social media on the performance of marketing processes that enable better communication, planning, and execution from consumer engagement to consumer purchase.

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