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Social networks: the future of marketing for small business

Record type: Article

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.

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Citation

Harris, Lisa and Rae, Alan (2009) Social networks: the future of marketing for small business Journal of Business Strategy, 30, (5), pp. 24-31. (doi:10.1108/02756660910987581).

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: 18 Jul 2017 23:13

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Contributors

Author: Lisa Harris
Author: Alan Rae

University divisions

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