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Social Media in the Marketing Context by Emma L. Slade, Yogesh K. Dwivedi, Cherniece J. Plume

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Chapter 2

The New Marketing Environment

Abstract

Social media has changed the way in which organizations interact with consumers, altering the way they build relationships with consumers. This chapter starts by detailing how social media has disrupted the traditional marketing mix, followed by a brief discussion on problems arising when defining the term. Subsequently the problems arising with social media being used as a strategic tool are outlined, followed by a discussion on the characteristics of social media and how this has affected the marketing strategy for organizations. This is followed by a recognition of the multiple platforms present within the social media environment and how this has been affecting both research and practice. The ...

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