Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

Berthon, Pierre; Pitt, Leyland; Plangger, Kirk; Shapiro, Daniel

doi:10.1016/j.bushor.2012.01.007

Cited by 827 publications

(624 citation statements)

References 8 publications

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“…Finally, social media, as an inherent characteristic of social commerce, has been changing the marketing landscape tremendously (e.g. Berthon et al 2012;Borges 2009;Estanyol 2012;Tuten 2008;Corbae et al 2003;Mangold and Faulds 2009). Hence, the respective marketing journals must not be ignored.…”

Section: Source Selectionmentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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In recent years, social commerce evolved into an emerging phenomenon of global interest for marketers, businesses, and researchers alike. In light of this development, it is not surprising that the number of publications focusing on this phenomenon at the interplay of electronic commerce and social media has been rising substantially. The goal of this paper is to provide a structured overview of social commerce research by means of a structured literature review. Based on our literature search between 2007 and 2014 resulting in 116 published papers, we carve out and assess the knowledge and the research areas that have been predominantly addressed by the Information Systems, Electronic Commerce, and Marketing research community so far. By providing a research agenda, we hope that our results will stimulate and guide future research in this exciting field.

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Section: Source Selectionmentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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“…The use of Social Media tools support the democratization of knowledge and information, transforming individuals from mere content consumers into content producers (Berthon et al, 2012;Kaplan and Haenlein, 2010). Engaged customers become partners who collaborate with sellers in the value adding process to better satisfy their needs as well as the needs of other customers.…”

Section: Social Media Use As Driver Of Knowledge Management Processesmentioning

confidence: 99%

“…Tripadvisor); and photo and video sharing sites (e.g. Youtube) (Hansen et al, 2011;Berthon et al, 2012).…”

Section: Social Media Use As Driver Of Knowledge Management Processesmentioning

confidence: 99%

Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation

Lockett

Morales

2015

Baltic Journal of Management

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Purpose – The purpose of this paper is to propose a research model exploring the link between knowledge management processes and customer relationship management (CRM) performance. It seeks to answer two research questions: What are the effective drivers of knowledge management processes in the context of a CRM initiative? Do these processes make a real impact on CRM performance? Design/methodology/approach – The paper is based on data obtained from a sample of 93 service companies located in Spain. The authors conducted a structural equation modeling analysis using PLS to test the proposed hypotheses. Findings – It was observed that both technological and organizational readiness were effective drivers of knowledge management. However, it was contrasted also that the usage of social media tools was not significantly related to knowledge management. Results show a real impact of knowledge management processes on CRM performance, so companies can understand how to implement successfully those initiatives. Research limitations/implications – The main limitations of the study are that it was based on cross-sectional data and that variables were measured based on the perceptions of general managers. Practical implications – Service companies need to invest in technological infrastructures, and create an appropriate organizational climate (top management support, employees commitment) in order to promote effective knowledge management processes, that will enable CRM success, paving the way for the development of marketing innovations. Originality/value – This is the first empirical work that examines in confirmatory way what are the main drivers of knowledge management processes, including in the analysis the impact of both organizational and technological readiness, and considering also the usage of social media tools, in the context of a CRM initiative.

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“…The latter underlines how social media can be successfully managed to gain competitive advantages in the short and/or long-term by adopting conscious initiatives and proactive behaviour (Fisher and Reuber, 2011;Sinclair and Vogus, 2011;Berthon et al, 2012;Paniagua and Sapena, 2014).…”

Section: Social Media As a Challenge For Managementmentioning

confidence: 99%

Women in business and social media: Implications for female entrepreneurship in emerging countries

Cesaroni¹,

Demartini²,

Paoloni³

2017

Afr. J. Bus. Manage.

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The aim of this study is to carry out a literature review on women in business and social media in order to know the state of the art, and to understand whether and to what extent the studies conducted so far have addressed these issues: how and why are women entrepreneurs and managers using social media? Do they use social media for marketing, networking or personal reasons? The article relies on a literature review about women entrepreneurs/managers and social media. For this purpose, a literature search on Scopus has been carried out, using a set of selected keywords. Selected papers have been analysed and classified in an attempt to identify main topics, and results obtained thanks to research and analysis carried out so far. This study contributes to the expansion of literature on women in business studies, and offers a new perspective applied to a topic of high relevance such as social media. The study literature review puts in evidence that this is a new issue, which gives us the possibility to identify new trends and future directions for research. Surprisingly, none of the extracted papers concerning how and why women in business use social media refer to developed economies. The common feature of these papers is that they concern women entrepreneurs in emerging economies, mainly Kenya, Indonesia, Nigeria, Egypt and South Africa. In these countries, social media can open up new opportunities for female entrepreneurs, and encourage the creation of new businesses run by women, thanks to their flexibility and their attributes. The major implication is to advance knowledge and practice in the area of gender in management and use of social media by focusing on empirical research, theoretical developments, practice and current issues. Benefits are related to a better understanding of the debate on "gender and management" themes by reconsidering networking activities with social media.

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Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

Cited by 827 publications

References 8 publications

Social commerce—state-of-the-art and future research directions

Social commerce—state-of-the-art and future research directions

Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation

Women in business and social media: Implications for female entrepreneurship in emerging countries

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