The Emergence of Social Media as a Contemporary Marketing Practice

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Author(s): T. Solomon (Massey University, New Zealand)and R. Peter (Massey University, New Zealand)
Copyright: 2017
Pages: 20
Source title: Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity
Source Author(s)/Editor(s): Vladlena Benson (University of West London, UK), Ronald Tuninga (Kingston Business School, UK)and George Saridakis (Kingston University, UK)
DOI: 10.4018/978-1-5225-0559-4.ch017

Keywords: Business Science Reference / E-Business / Media & Communications / Social Networking

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Abstract

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application in Relationship Marketing and Market Research and the influence of these on Customer Satisfaction in a B2B market. This research integrates Social Media with the widely prevalent Marketing Management and Relationship Marketing paradigms. A web based survey was used to collect data from a sampling frame of ICT firms in India. Factor analysis evidenced the emergence of Social Media as a unique and distinct factor. It also clearly shows the use of Social Media for Relationship Marketing and Market Research purposes by these ICT firms. Multiple regression analysis showed a significant positive relationship between the independent variables - Social Media, Relationship Marketing and Market Research and the dependent variable Customer Satisfaction.

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The Emergence of Social Media as a Contemporary Marketing Practice

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