Social Media Marketing: A Myth or a Necessity

Social Media Marketing (SMM) is a heavily debated topic in marketing circles today. Opponents claim that it does not work well as a marketing agent, cannot bring new customers to a company/brand, and may alienate customers if blatant advertising/marketing tactics are used. Proponents maintain that the relationships built, maintained, and grown and the brand pride developed outweigh the negative factors that can occur through using social media in marketing campaigns. This study asserts that both sides have legitimate arguments, but that, when used with care, SMM can be a valuable, or even necessary, tool for an organization.

The Journal of Applied Business and Economics
Whiting, Anne;Deshpande, Anant
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