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Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web

Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web

Abeer A. Mahrous
Copyright: © 2013 |Pages: 13
ISBN13: 9781466639546|ISBN10: 1466639547|EISBN13: 9781466639553
DOI: 10.4018/978-1-4666-3954-6.ch004
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MLA

Mahrous, Abeer A. "Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web." E-Marketing in Developed and Developing Countries: Emerging Practices, edited by Hatem El-Gohary and Riyad Eid, IGI Global, 2013, pp. 56-68. https://doi.org/10.4018/978-1-4666-3954-6.ch004

APA

Mahrous, A. A. (2013). Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web. In H. El-Gohary & R. Eid (Eds.), E-Marketing in Developed and Developing Countries: Emerging Practices (pp. 56-68). IGI Global. https://doi.org/10.4018/978-1-4666-3954-6.ch004

Chicago

Mahrous, Abeer A. "Social Media Marketing: Prospects for Marketing Theory and Practice on the Social Web." In E-Marketing in Developed and Developing Countries: Emerging Practices, edited by Hatem El-Gohary and Riyad Eid, 56-68. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-3954-6.ch004

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Abstract

This chapter aims at shedding the light on the rising global phenomena of social media marketing either in the B2C or in the B2B markets. Specifically, the chapter provides a review and synthesis of the prominent literature on social media marketing as well as examining the best practices of companies that use social media platform to achieve marketing objectives. A special emphasis is given on delineating the effect of social media use on customer buying behavior. The chapter concludes with useful insights and tips that can help companies to develop social media marketing strategies in order to boost brand visibility and enhance sales.

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