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Social Media as Marketing Strategy: An Explorative Study on Adoption and Use by Retailers

This study is framed within Research Project with reference number ECO2009-08708 (Ministerio de Ciencia e Innovación, Gobierno de España, 2009–2013).

Social Media in Strategic Management

ISBN: 978-1-78190-898-3, eISBN: 978-1-78190-899-0

ISSN: 1069-0964

Publication date: 26 August 2014

Abstract

Originality/value of chapter

The adoption of Social Media tools is a topic much studied from demand perspective. Nevertheless, the application to business and, specifically, retailing sector is less analyzed. With this study we pretend to improve this research line from offer perspective.

Keywords

Citation

Lorenzo-Romero, C., Constantinides, E. and Alarcón-del-Amo, M.-d. (2014), "Social Media as Marketing Strategy: An Explorative Study on Adoption and Use by Retailers

This study is framed within Research Project with reference number ECO2009-08708 (Ministerio de Ciencia e Innovación, Gobierno de España, 2009–2013).

", Social Media in Strategic Management (Advanced Series in Management, Vol. 11), Emerald Group Publishing Limited, Bingley, pp. 197-215. https://doi.org/10.1108/S1877-6361(2013)0000011014

Publisher

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Emerald Group Publishing Limited

Copyright © 2013 Emerald Group Publishing Limited