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R U #SoLoMo Ready? by Prokopis Theodoridis, Athanasios Poulis, Stavros Papakonstantinidis

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CHAPTER 2

#Going_Social

In this chapter you will read:

    •  Why SoLoMo consumers are social

    •  Their characteristics of social behavior

    •  About new trends in social engagement such as social search, visual search, content marketing, and social commerce

    •  How Twitter, Facebook, and Instagram function as entry points to purchase

    •  About social entertainment as expressed by the YouTube community, product reviews, home videos, song covers, thumbs up, thumbs down, likes, and dislikes

    •  How to use collective coupons from deal sites (i.e., Groupon)

    •  How to seek recommendations through social networks

    •  A case analysis

Introduction

AdWeek provides an introduction that underlines the inescapable importance of social ...

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