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Social media: The new hybrid element of the promotion mix · Study

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ArticleSocial media: The new hybrid element of the promotion mix

W. Glynn Mangold2009

Article2009

Social media: The new hybrid element of the promotion mix

W. Glynn Mangold · David J. Faulds

4,108 citations·0/0 files stored·Business Horizons

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

Digital Marketing and Social Media Marketing and Advertising Strategies Web and Library Services

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 4,108 citations exist upstream.

Cited by

2011Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites 2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement 2016Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior 2017Social media in marketing: A review and analysis of the existing literature 2011Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands 2017Platform capitalism: The intermediation and capitalisation of digital economic circulation 2012The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty 2014The effect of social media communication on consumer perceptions of brands

Details

Year2009

Typearticle

Published2009-04-11

VenueBusiness Horizons

ISSN-L0007-6813

Languageen

Citations4,108

Files0 public / 0

ShelfDigital Marketing and Social Media

Identifiers

doi10.1016/j.bushor.2009.03.002

openalex_workW2149142441

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