Social spending: Managing the social media mix
Business Horizons Volume 52, Issue 4 , July–August 2009, Pages 357-365 Social media: The new hybrid element of the promotion mix Author links open overlay panel W. Glynn Mangold a David J. Faulds b Show more https://doi.org/10.1016/j.bushor.2009.03.002 Get rights and content Abstract The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside man...