Fans, Friends, and Followers: Social Media in the Retailers' Marketing Mix

The purpose of this paper is to examine the use of social media marketing (SMM) by retailers, and to propose research to examine adoption of SMM by top-rated retailers. The growth of social media networks and consumer usage are discussed, from the retailer perspective. A summary of recent applications of SMM by retailers is reviewed, and research propositions are presented.

Publication: 
The Journal of Applied Business and Economics
Author: 
Kunz, Michelle B;Hackworth, Brittany;Osborne, Peggy;High, J Dustin
Document Type: 
Research
Paywall: 
Free

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