Getting the social media on your side: Marketing specialists must embrace the world of technology

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Perhaps the most important part of this research lies in demonstrating the way the image‐intensive tools generate different returns, depending on both brand familiarity and cultural media. A wider study, taking in more countries, would help to establish whether these findings hold true across all diverse cultural, political and economic backgrounds.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2010), "Getting the social media on your side: Marketing specialists must embrace the world of technology", Strategic Direction, Vol. 26 No. 2, pp. 6-9. https://doi.org/10.1108/02580541011016439