B2B Social Media Marketing – it’s not just the same
Business to Business (B2B) Marketing is an often overlooked area in social media research (in fact many books don’t even mention it at all) – and also often treated as a second thought in...
Tagged: Theory
Advertising in social media: what do we know? What do we need to know more about?
What does the article examine? The article presents a thematically grouped overview of social media advertising related research from 2006 to 2014. Which concepts are discussed in the article? The article reviews research published...
IMC and Social Marketing: Together for the common good?
How does the concept of Integrated Marketing Communication work in the context of social marketing, where there is often agreement on the behavioural goal (e.g. more exercise), but a wide variety of organisations are...
Good bye conspicuous consumption?
Conspicuous consumption, i.e. purchasing of expensive goods to wastefully display wealth, rather than fulfil any actual needs, has been somewhat of a truism in luxury marketing for a long term (in fact, the literature...
Social Media Marketing – available now!
My new book, Social Media Marketing – Theories and Applications, is now officially available from your favourite book seller – including on your e-reader of choice… As you might expect, the book isn’t another...
Persuasion knowledge: Why it is not always bad…
I have previously written on Persuasion Knowledge, the theory underpinning how people react to persuasive communication. The obvious “problem” with the theory is that most marketers assume that people will actually react negatively when...
