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An experiential, social network‐based approach to direct marketing

Adrian Palmer (School of Business and Economics, Swansea University, Swansea, UK ESC Rennes School of Business, Rennes, France)
Nicole Koenig‐Lewis (School of Business and Economics, Swansea University, Swansea, UK)

Direct Marketing: An International Journal

ISSN: 1750-5933

Article publication date: 21 August 2009




Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape of direct marketing, and proposes a model of direct and indirect targeting of buyers.


A conceptual model is presented which brings together the needs of producers, sellers and communities. Customer experience is used as an integrative framework for reconciling the sometimes differing needs of these groups.


The literature is reviewed, noting changes in media habits. Previous studies of social network users provide a picture of the benefits sought by members of online communities.


Assessment of direct marketing has traditionally emphasised cognitive and behavioural metrics. This paper has proposed an experiential framework which may be more difficult to measure, but evidence is presented that emotions associated with use of social network web sites may be more important as a key success factor for direct marketing.



Palmer, A. and Koenig‐Lewis, N. (2009), "An experiential, social network‐based approach to direct marketing", Direct Marketing: An International Journal, Vol. 3 No. 3, pp. 162-176.



Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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