U.S. businesses spent $5.1 billion on social media promotion in 2013, but a recent survey showed that these advertisements had no effects on the bulk of U.S. consumers' buying decisions. For social media marketing to work, we claim that social media marketing efforts have to be congruent and balanced with the different requirements of the latest social networking users.
To this end, this article presents a typology of current social networking services utilizing the following classes: self, relationship - media, cooperation, and creative outlet. We further elaborate on how fundamental human wants are catered to by each form of social media, and provide implications for social media marketing based on the need-congruence lens.
Social media and human need satisfaction Implications for social media marketing case study solution
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: May 15, 2015 PRODUCT #: BH676-PDF-ENG
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