Refine your search
Collections
Co-Authors
Year
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Srivastava, Apoorva
- Exploring the Dynamic Linkages between Social Media and Present Marketing Practices
Abstract Views :195 |
PDF Views:1
Authors
Affiliations
1 Assistant Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, IN
2 MBA, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, IN
1 Assistant Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, IN
2 MBA, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, IN
Source
International Journal on Customer Relations, Vol 7, No 1 (2019), Pagination: 26-35Abstract
At present, social media contributes a wider role in the marketing and promotion of brands. It has been transformed into a key for success. There are lots of marketing practices which has been incorporated by well-known brands to remain ahead in the market. Facebook, WhatsApp, Twitter, Snapchat, Blogs, etc. are some of the important social media platforms which are generally used by all the existing brands. In this research paper, researchers have figured out the various social media platforms to explore its linkages with present marketing practices. For this purpose, researchers have collected data from various secondary sources like, research papers, reports, magazines, newspaper articles and others. A researcher has figured out that it is almost impossible to design a marketing strategy without considering the dynamic role of social networks.Keywords
Marketing Practices, Social Media, Marketing Strategies and Dynamic Role.
References
- Berthon, P., Pitt, L. F., & Watson, R. T. (1996). The world wide web as an advertising medium: Toward an understanding of conversion efficiency. Journal of Advertising Research, 36(1), 43-54.
- Brennan, R., Baines, P., Garneau, P., & Vos, L. (2008). Contemporary strategic marketing (2nd ed.). Basingstoke, Hampshire: Palgrave Macmillan.
- Brink, A., & Berndt, A. (2008). Relationship marketing and customer relationship management. South Africa: Juta and Company Limited.
- Buhler, A., & Nufer, G. (2010). Relationship marketing in sports. Oxford: Butterworth Heinemann.
- Burke, R. R. (1996) Virtual shopping: Breakthrough in marketing research. Harvard Business Review, 74(2), 120-131.
- Campbell, C., Leyland, F. P., Parent, M., & Berthon, P. R., (2011). Understanding consumer conversations around Ads in a Web 2.0 World. Journal of Advertising, 40, 87-102.
- Chi, H.-H. (2011). Interactive digital advertising VS. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12, 44-61.
- Cox, S. A. (2010). Online Social Network member attitude toward online advertising formats. MA thesis, The Rochester Institute of Technology.
- Fennemore, P. (2012, March 16). Retrieved October 12, S2017, from https://www.marketingtechnews.net/news/2012/mar/16/how-social-media-influencing-marketing-segmentation.
- Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy (6th ed.). Mason, OH: South Western Cengage Learning.
- Grönroos, C. (2001). The perceived service quality concept - A mistake? Managing Service Quality, 11(3), 150-152.
- Hodgkinson, S. (2005). The leader’s edge: Using Personal branding to drive performance and profit. Lincoln, NE: Universe.
- Iacobucci, D., & Ostrom, A. (1996). Commercial and interpersonal relationships; Using the structure of interpersona relationships to understand individual-to-individual, individual-to-firm, and firm-to-firm relationships in commerce. International Journal of Research in Marketing, 13(1), 53-72.
- Ilan Lobel, E. S. (2015, March). Customer Referral Incentives and Social Media, 32.
- Jarkas, T. (2017, September 15). Retrieved October 24, 2017 from www.hashtag-me.com: http://hashtag-me.com/undifferentiated-marketing-vs-targeted-marketing.
- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.
- Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing.
- Lamb, C. W., Hair, J. F., McDaniel, C., Faria, A. J., & Wellington, W. J. (2012). Marketing, (5th Canadian ed.). Ontario: Nelson Education Ltd.
- Listkova, A. (2015). Traditional and non-traditional marketing strategies: Traditional and non-traditional marketing strategies, p.57.
- Malley L., & Tynan, C. (2000). Relationship marketing in consumer markets: Rhetoric or reality? European Journal of Marketing, 34(7), 797-815.
- Mangold, G. W., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.
- Nagle, T. T. (1987). The strategy and tactics of pricing. Englewood Cliffs, NJ: Prentice-Hall, Inc.
- Naumann, E., & Giel, K. (1995). Customer satisfaction measurement and management using the voice of the customer. Cincinnati, OH: Thomson Executive Press.
- Payne, A., Ballantyne, D., & Christopher, M. (2005). A stakeholder approach to relationship marketing strategy: The development and use of the “six markets” model. European Journal of Marketing, 39(7/8), 855-871. Retrieved from www.emeraldinsight.com/0309-0566.html
- Pride, W. M., & Ferrell, O. C. (2014). Marketing (18th ed.). Boston, MA: Cengage Learning.
- Pride, W. M., Ferrell, O. C., Lukas, B. A., Schembri, S., & Niininen, O. (2015). Marketing principles (2nd ed.). South Melbourne: Cengage Learning Australia.
- Schindler, R. M. (2012). Pricing Strategies: A Marketing Approach. SAGE Publications Ltd.
- Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: Current insights and future research issues. Journal of Retailing, 87S(1), S29-S42. doi:10.1016/j.jretai.2011.04.007
- Wang, F., Head, M., & Archer, N. (2002). E-tailing: An analysis of web impacts on the retail market. Journal of Business Strategies: Special Issue on E-Commerce and E-Marketing Strategies, 19(1), 73-93.
- Zineldin, M. (2002). Electronic relationship: A technological ship strategy for International/Global Competitive E-alliances. Paper presented at the The 3rd World Congress on the Management of Electronic Commerce, Hamilton, Ontario, Canada, January 16-18.