Social Media in the Marketing Context

Foreword

Ben Lowe Professor

Kent Business School, University of Kent, Canterbury, Kent, United Kingdom

Social Media in the Marketing Context: A State of the Art Analysis and Future Directions is a major contribution to the rapidly growing field of social media marketing. Social media is having a major impact on the practice and theory of marketing in many industries. With nearly one-third of the world’s population now estimated to be active users of social media, research into its role in marketing, beyond the process of gaining website traffic or attention through social media sites has grown significantly. Social media has dramatically changed the marketing landscape empowering consumers and other stakeholders to influence brands through ...