Contemporary Issues in Digital Marketing

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Social media and consumer power

Opportunities and challenges for digital marketing activities

Agostino Vollero and Chiara Valentini

DOI: 10.4324/9781003093909-13

Introduction

Social Media (SM) have progressively transformed interactions between twenty-first century consumers and companies and among consumers. Several technology-driven factors, such as the proliferation of digital platforms and online consumer-generated content combined with increased media audience fragmentation (Papacharissi, 2002; Valentini, Romenti and Kruckeberg, 2016), have challenged assumptions, practices and strategies in traditional marketing management models. These are generally company-centric and often consider consumers as marketing targets.

The rapid ...