Digital marketing and social media: Why bother?

2014/08/13 by Maria Teresa Pinheiro Melo Borges Tiago, María Teresa Borges Tiago, José Manuel Cristóvão Veríssimo +1 · 740 citations
Business, Management and Accounting · Decision Sciences · Social Sciences · #Business #Computer science #Consumer Behavior in Brand Consumption and Identification #Customer engagement #Digital Marketing and Social Media #Digital marketing #Digital media #Marketing #Marketing research #Perspective (graphical) #Redress #Return on marketing investment #Social media #Technology Adoption and User Behaviour #The Internet

paper · open access · doi:10.1016/j.bushor.2014.07.002

published in Business Horizons 57(6), 703-708 (Elsevier BV)

openalex publication_date 2014/08/13 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05

Citations

• Users of the world, unite! The challenges and opportunities of Social Media
• Social media: The new hybrid element of the promotion mix
• Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

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