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A Literature Review of Social Media for Marketing: Social Media Use in B2C and B2B Contexts (Managing Social Media Practices in the Digital Economy)   
Yazarlar
Bahtişen Kavak
İstanbul Arel Üniversitesi, Türkiye
Dr. Öğr. Üyesi Neslişah ÖZDEMİR
Kastamonu Üniversitesi, Türkiye
Gülay Erol Boyacı
Türkiye
Özet
Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-toconsumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
Anahtar Kelimeler
Kitap Adı Managing Social Media Practices in the Digital Economy
Bölüm(ler) A Literature Review of Social Media for Marketing: Social Media Use in B2C and B2B Contexts
Kitap Türü Kitap Bölümü
Kitap Alt Türü Alanında uluslararası yayımlanan kitap bölümü
Kitap Niteliği Scopus indeksinde taranan bilimsel kitap
Kitap Dili İngilizce
Basım Tarihi 01-2020
ISBN 9781799821854
Basıldığı Ülke
Basıldığı Şehir
BM Sürdürülebilir Kalkınma Amaçları
Atıf Sayıları
Managing Social Media Practices in the Digital Economy

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