Social media: The new hybrid element of the promotion mix

@article{Mangold2009SocialMT,
  title={Social media: The new hybrid element of the promotion mix},
  author={W. Mangold and David J. Faulds},
  journal={Business Horizons},
  year={2009},
  volume={52},
  pages={357-365}
}
The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it… Expand

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