Digital marketing and social media: Why bother?
Abstract
Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation of Internet-based...
Paper Details
Title
Digital marketing and social media: Why bother?
Published Date
Nov 1, 2014
Journal
Volume
57
Issue
6
Pages
703 - 708
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