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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Fans, Friends, and Followers: Social Media in the Retailers’ Marketing Mix

Author(s): Michelle B. Kunz, Brittany Hackworth, Peggy Osborne, J. Dustin High

Citation: Michelle B. Kunz, Brittany Hackworth, Peggy Osborne, J. Dustin High, (2011) "Fans, Friends, and Followers: Social Media in the Retailers’ Marketing Mix," Journal of Applied Business and Economics, Vol. 12, Iss. 3, pp. 61 - 68

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The purpose of this paper is to examine the use of social media marketing (SMM) by retailers,

and to propose research to examine adoption of SMM by top-rated retailers. The growth of

social media networks and consumer usage are discussed, from the retailer perspective. A

summary of recent applications of SMM by retailers is reviewed, and research propositions are

presented.