To Be or Not to Be in Social Media Arena as the Most Cost-Efficient Marketing Strategy after the Global Recession

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dc.contributor.authorKirtis, A. Kazim
dc.contributor.authorKarahan, Filiz
dc.date.accessioned2025-01-27T21:07:23Z
dc.date.available2025-01-27T21:07:23Z
dc.date.issued2011
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.description7th International Strategic Management Conference -- JUN 30-JUL 02, 2011 -- Paris, FRANCE
dc.description.abstractThe economic recession affects the firms' marketing strategies as well as consumers' perceptions and behaviours. During and after recession, marketing function plays a vital role to survive or stay profitable and consumer-responsive. Recently, one of the most distinctive ways the firm lowers its costs is by turning to social media marketing. Promoting brands and other marketing activities through social media doesn't cost the firm so much then it is widely evaluated as the most convenient instrument to market products to the target segment especially in these difficult times. Social media which allows anybody to become a producer of such content and deliver it through interactive communication in the form of pyramid based on relationship is recognized as the most potentially powerful tool in business practice so marketers are intensively using social media to realize their strategies in a lower cost. This paper is investigating whether firms spend less money via social media to realize their marketing strategies comparing with traditional media as well as the importance of social media for the marketing area. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 7th International Strategic Management Conference
dc.identifier.doi10.1016/j.sbspro.2011.09.083
dc.identifier.issn1877-0428
dc.identifier.scopus2-s2.0-81055137388
dc.identifier.scopusqualityN/A
dc.identifier.urihttps://doi.org/10.1016/j.sbspro.2011.09.083
dc.identifier.urihttps://hdl.handle.net/20.500.12428/28027
dc.identifier.volume24
dc.identifier.wosWOS:000299617400023
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherElsevier Science Bv
dc.relation.ispartofProceedings of 7th International Strategic Management Conference
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_WoS_20250125
dc.subjectEconomic crisis
dc.subjectglobal recession
dc.subjectcost-efficiency
dc.subjectsocial media
dc.subjectmarketing
dc.titleTo Be or Not to Be in Social Media Arena as the Most Cost-Efficient Marketing Strategy after the Global Recession
dc.typeConference Object

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