Social Media in an Alternative Marketing Communication Model

2012-02-01articleJournal of Marketing Development and Competitiveness292 citationsclosed

No readable copy stored yet — this record is metadata only.

Digital Marketing and Social Media Marketing and Advertising Strategies SMEs Development and Digital Marketing

Abstract

While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship management, brand communities, search engine optimization, viral marketing, guerilla marketing, events-based marketing, and social media each on an isolated, individual basis, there is no comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing communications, and social media as viable components of integrated marketing communications. Additionally, this paper aims to develop an integrated alternative marketing communication conceptual model that can be applied by industrial practitioners to help them achieve their marketing objectives.

Citations in this library

Stored only when both papers are in the corpus — 292 citations exist upstream.

References

1994Customer Loyalty: Toward an Integrated Conceptual Framework

2004Using Online Conversations to Study Word-of-Mouth Communication

2009Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

1987Social Ties and Word-of-Mouth Referral Behavior

1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

1998Customer Satisfaction and Word of Mouth

2001The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents

2014Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities

Cited by

2017The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing

2017Social media metrics and analytics in marketing – S3M: A mapping literature review

2013The influence of e-word-of-mouth on travel decision-making: consumer profiles

2018Social customer relationship management: An integrated conceptual framework

2018A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong

2021The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy

2023Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

2017The Influence of Political Marketing Using Social Media on Trust, Loyalty and Voting Intention of the Youth of South Africa