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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

Social Media Marketing: A Myth or a Necessity

Author(s): Anne Whiting, Anant Deshpande

Citation: Anne Whiting, Anant Deshpande, (2014) "Social Media Marketing: A Myth or a Necessity," Journal of Applied Business and Economics, Vol. 16, Iss. 5, pp. 74-81

Article Type: Research paper

Publisher: North American Business Press

Abstract:

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.