Social Media in the Marketing Context

Preface

Social media use by organizations has seen an undeniable rise, fundamentally changing the way in which they communicate with their stakeholders and engage in marketing activities. With growing numbers of individuals utilizing social media as part of their everyday lives, it has become a powerful and influential environment that has the ability to affect the success of the organization. However, many organizations are still finding it incredibly difficult to fully understand how to utilize social media for marketing purposes. This has inevitably led to many failed attempts at social media campaigns and use within many organizations.

The reason that organization and researchers are failing to effectively comprehend the social media environment ...