Social networks and marketing: potential and pitfalls
by Tanuja Singh, Joe Cullinane
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 3, No. 3, 2010

Abstract: The technological revolution has profoundly transformed the nature of communication in our society with the democratisation of information. The internet, a major component in this technological revolution, has progressed from an information-centric medium to one that is increasingly being characterised by the creation, dissemination and coordination of collective intelligence. In this era of shared information, digital networks have emerged to support online communities of like-minded people who use this space for a variety of objectives and outcomes from the purely altruistic to purely commercial. They have transformed how we communicate and relate to others, how we create, propagate and strengthen alliances, and how these alliances are used to support causes, ideas and interests. These strong and growing communities are not bound by geographic or political barriers and appear poised to redefine personal and commercial exchanges in cyberspace. This paper addresses the implications of digital communities popularly known as social networks by analysing their core strengths and limitations.

Online publication date: Mon, 23-Aug-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com