Social networks: the future of marketing for small business
Social networks: the future of marketing for small business
Purpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.
communication, communities, networking, small
24-31
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529
Rae, Alan
9ca4c1fb-c712-4d39-a1cc-72a58ef34738
2009
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529
Rae, Alan
9ca4c1fb-c712-4d39-a1cc-72a58ef34738
Harris, Lisa and Rae, Alan
(2009)
Social networks: the future of marketing for small business.
Journal of Business Strategy, 30 (5), .
(doi:10.1108/02756660910987581).
Abstract
Purpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.
More information
Published date: 2009
Keywords:
communication, communities, networking, small
Identifiers
Local EPrints ID: 80486
URI: http://eprints.soton.ac.uk/id/eprint/80486
PURE UUID: c0b78a0d-606d-42e0-a6b4-fafc9d610d2a
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Date deposited: 24 Mar 2010
Last modified: 14 Mar 2024 00:37
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Contributors
Author:
Lisa Harris
Author:
Alan Rae
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