Synthesis and Discussion of Research
Abstract
Social media has had a huge impact on the way that organizations and brands connect with their consumers, providing a new environment in which to create value. This chapter starts by summarizing the current areas that researchers are focusing on, which is followed by an outline of developing research that is just beginning to surface. Methodology and sampling tendencies and issues are then summarized, with suggestions for how researchers should proceed in the future. Finally the chapter finishes with a summary of future research and gaps within the area, highlighting the key points.
Keywords
Social media; online brand community; self-construal; methodology; sample; research
Social media presents ...
Get Social Media in the Marketing Context now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
