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...
Learning by Playing
I have previously written about Advergames – those little games you find on websites and mobile phones which are a branded form of marketing communication blurred with entertainment (especially the ethical aspects of it...
Rich Kids of Instagram and Service Dominant Logic
In case you have missed the fun… there is an amazing blog out there called “Rich Kids of Instagram”, collecting, you guessed it, pictures of rich kids on Instagram, doing… well… actually consuming just...
Why Social Media needs qualitative research – not numbers
Social media (and the wider Internet for that matter) is full of numbers that appear to be explaining things… from 57% of users of network Y doing X to 46% of users of website...
The 7S Framework for Social Media
These are the slides I presented at the European Social Marketing Conference in Lisbon. I’ll try and write more about the 7S framework over the next few days, but in the meantime: if you...