An Evolutionary Road Map to Winning with Social Media Marketing

We offer a framework for regulated social media marketing, a mechanism by which consumers feel encouraged to share messages regarding businesses with their social network friends. The business can reward consumers who share their messages and encourage their friends to do the same. This approach is recommended for businesses that need flexible social media marketing that offers traceability of transactions against the message while allowing customers to control their privacy and how they share the marketing message.

Publication: 
Marketing Research
Author: 
Kumar, V;Sundaram, Bala
Document Type: 
Research
Paywall: 
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