Social Media: Marketing Public Relations' New Best Friend

The organizational long term success of promotional campaigns and the integration of marketing communications are affected by the effective use of information communication technologies, including the use of the Internet. Today, the Internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback, and reaches millions of people for whom the web is the center of virtually all communications. With social media on a rise, some may say that traditional marketing practices as we know it is phasing out. However, it may also be assumed that they are not necessarily phasing out, but are rather supported by a stronger sibling -- that of social media. The aim of this research is to identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations.

Journal of Promotion Management
Papasolomou, Ioanna;Melanthiou, Yioula
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