Papasolomou, Ioanna and Melanthiou, Yioula (2012) Social Media: Marketing Public Relations’ New Best Friend. Journal of Promotion Management, 18 (3). pp. 319-328. ISSN 1049-6491Full text not available from this repository.
The organizational long term success of promotional campaigns and the integration of marketing communications are affected by the effective use of information communication technologies, including the use of the Internet. Today, the Internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback, and reaches millions of people for whom the web is the center of virtually all communications. With social media on a rise, some may say that traditional marketing practices as we know it is phasing out. However, it may also be assumed that they are not necessarily phasing out, but are rather supported by a stronger sibling—that of social media. The aim of this research is to identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations.
|Uncontrolled Keywords:||marketing public relations, social media, promotion, consumer generated marketing|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Anne Pengelly|
|Date Deposited:||12 May 2015 11:46|
|Last Modified:||12 May 2015 11:46|