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Social Media in the Marketing Context by Emma L. Slade, Yogesh K. Dwivedi, Cherniece J. Plume

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Foreword

Ben Light Professor

Directorate of Social Sciences, University of Salford, Salford, United Kingdom

I am delighted to provide a foreword for this book.

Our experiences of marketing where the Internet is concerned are rooted in the 1990s where it was envisioned as a space through which one might capture consumers. Consumers have also long played a part in assisting the Internet-based marketing efforts of organizations. Sites such as Yahoo!, AOL, and Geocities relied on users generating content in groups and forums, placing advertising alongside it in order to generate revenue. This all occurred prior to the announcement of Web 2.0 by Tim O’Reilly in 2005, and with that notions of the participatory turn as related to the Internet. ...

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