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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 6

Synthesis and Discussion of Research

Abstract

Social media has had a huge impact on the way that organizations and brands connect with their consumers, providing a new environment in which to create value. This chapter starts by summarizing the current areas that researchers are focusing on, which is followed by an outline of developing research that is just beginning to surface. Methodology and sampling tendencies and issues are then summarized, with suggestions for how researchers should proceed in the future. Finally the chapter finishes with a summary of future research and gaps within the area, highlighting the key points.

Keywords

Social media; online brand community; self-construal; methodology; sample; research

Social media presents ...

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