Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2014
Abstract
Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? This study seeks to provide an understanding to how consumers are using the social media and their expectations of companies that are present in social media platforms utilizing grounded theory approach.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Clark, Raven; Anitsal, Melek Meral; and Anitsal, Ismet, "An Exploratory Research on the Use of Social Media" (2014). Association of Marketing Theory and Practice Proceedings 2014. 45.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/45
About the Authors
Raven Clark is an undergraduate student in College of Business at Tennessee Tech University. Her major is marketing and research interest is in social media.
M. Meral Anitsal (Ph.D., University of Tennessee, Knoxville) is an Associate Professor of Marketing at Tennessee Tech University. Her research interests include services marketing, customer value and new service/product development.
Ismet Anitsal (Ph.D., University of Tennessee, Knoxville) is an Associate Professor of Marketing and Faye Halfacre Moore Professor of Entrepreneurship at Tennessee Tech University. He is interested in services marketing, specifically technology-based self-service options and their applications in retail environments.