Document Type

Article

Publication Date

2010

Publication Source

Advances in Marketing: Embracing Challenges and Change - A Global Perspective

Abstract

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social media into the marketing curriculum.

Inclusive pages

140-143

ISBN/ISSN

0-9840884-1-5

Document Version

Published Version

Comments

2010 conference proceedings of the Society for Marketing Advances; all articles peer-reviewed prior to acceptance for publication in volume.

Publisher

Society for Marketing Advances

Place of Publication

Mobile, AL

Peer Reviewed

yes

Keywords

social media marketing, marketing education, consumer behavior