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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
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Author(s): Sheila Sasser (Eastern Michigan University, USA), Mark Kilgour (University of Waikato, New Zealand) and Linda D. Hollebeek (University of Waikato, New Zealand)
Copyright: 2014
Pages: 24
Source title: Harnessing the Power of Social Media and Web Analytics
Source Author(s)/Editor(s): Anteneh Ayanso (Brock University, Canada) and Kaveepan Lertwachara (California Polytechnic State University, USA)
DOI: 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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