Social Media Marketing: Strategies, practices and social impacts

• Author(s): Claro, José Alberto ; Amaral, Inês ; Remondes, Jorge ; Madeira, Paulo
• Date: 2020
• Origin: International Journal of Marketing, Communication and New Media
• Document Type: Journal article
• Language: English

Description

Social Media Marketing is the best defined in the context of the previous industrial media paradigm (Zarrella, 2010). With the democratization of internet access and the popularization of social networks such as Facebook, Twitter and Instagram, our ways of communicating and relating to both people and brands have changed a lot. New ways and platforms for marketing have emerged.Tuten and Solomon (2017) show some items that should be addressed by those who intend to research in this field of knowledge. Nomely, social media environment, digital natives, social media infrastructure, monetization, and especially the careers needed in this area (Tuten & Solomon, 2017). The issue regarding the segmentation of consumer audiences should also be the subject of relevant studies by the academy (...)