Chapter 1



Social media has effected both organizations and consumers, transforming how they communicate with each other. This chapter provides the context for why social media is so important for organizations and the marketing discipline. It also highlights how difficult the medium is to control, preventing progress on a strategic level. In addition to this it also introduces the importance online brand communities, culture and “self,” drawing attention to who will gain value from reading the book. The chapter ends by summarizing the following sections of the book, highlighting the focus of each chapter.


Social media; strategy; marketing; knowledge; practice

The undeniable growth of social media has affected both marketing ...

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