Social media has become a very popular channel for engaging consumers with brands and products. According to Kaplan & Haenlein (2011) social media is an umbrella term that includes various applications, such as blogs, social networking websites, content sharing websites for videos and photos, consumer product or service ratings websites, Internet discussion boards and forums, company sponsored discussion boards and chat rooms. In go-to-market and promotion, social media provides companies great new opportunities as it enables companies to talk directly to their customers, and customers to talk to each other (Mangold & Fauds 2009). Successful adoption of social media also increases the turnover of companies (Tsimonis and Dimitriadis 2014), but to succeed, companies need to understand how to communicate and follow the discussion in social media (Kietzman et al. 2011).
Kaplan, A.M. & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business horizons 2011 (54), pp. 253-263.
Mangold, W. G. & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix, Business horizons 52.4 (2009), pp. 357-365.
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. & Silvestre, B.S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons 54.3 (2011), pp. 241-251
Tsimonis, G. & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, ISSN 0263-4503, 2014, Volume 32, Issue 3, pp. 328 – 344.
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