000057104 001__ 57104
000057104 005__ 20170327111900.0
000057104 0247_ $$2doi$$a10.1016/j.sjme.2016.07.003
000057104 0248_ $$2sideral$$a96756
000057104 037__ $$aART-2016-96756
000057104 041__ $$aspa
000057104 100__ $$aHofacker, C.
000057104 245__ $$aEight social media challenges for marketing managers
000057104 260__ $$c2016
000057104 5060_ $$aAccess copy available to the general public$$fUnrestricted
000057104 5203_ $$aConsumers increasingly use social media for a variety of consumption-related tasks such as complaining about a brand or sharing purchase experiences. Social media growth represents an opportunity for business based on information sharing, but also complicates the work of marketing managers who need to be ready to deal with current issues in this field. This article highlights eight areas within social media marketing that create difficult challenges for marketing practitioners. Based on practitioner reports and academic findings about online social networks, we preview emerging threats and opportunities derived from changes in consumers’ behavior and from changes in business models as well. In addition to discussing each challenge, we pose research questions for marketing academics in order to inspire broader research and better understanding of this evolving field.
000057104 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000057104 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000057104 700__ $$0(orcid)0000-0002-2291-1409$$aBelanche, Daniel$$uUniversidad de Zaragoza
000057104 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDepartamento de Dirección de Marketing e Investigación de Mercados$$cComercialización e Investigación de Mercados
000057104 773__ $$g20, 2 (2016), 73-80$$pRev. esp. investig. mark. ESIC$$tRevista española de investigación de marketing ESIC$$x1138-1442
000057104 8564_ $$s693627$$uhttps://zaguan.unizar.es/record/57104/files/texto_completo.pdf$$yVersión publicada
000057104 8564_ $$s81283$$uhttps://zaguan.unizar.es/record/57104/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000057104 909CO $$ooai:zaguan.unizar.es:57104$$particulos$$pdriver
000057104 951__ $$a2016-11-09-12:58:59
000057104 980__ $$aARTICLE