The role of entrepreneurial marketing in social media

Valos, Michael, Maritz, Alex and Frederick, Howard 2011, The role of entrepreneurial marketing in social media, in AGSE 2011 : Proceedings of the 8th International Entrepreneurship Research Exchange, Swinburne University of Technology, Melbourne, Vic., pp. 683-695.

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Title The role of entrepreneurial marketing in social media
Author(s) Valos, Michael
Maritz, Alex
Frederick, Howard
Conference name International Entrepreneurship Research Exchange. Conference (8th : 2011 : Melbourne, Vic.)
Conference location Swinburne University of Technology, Melbourne
Conference dates 1-4 Feb. 2011
Title of proceedings AGSE 2011 : Proceedings of the 8th International Entrepreneurship Research Exchange
Editor(s) [Unknown]
Publication date 2011
Start page 683
End page 695
Total pages 13
Publisher Swinburne University of Technology
Place of publication Melbourne, Vic.
Summary Social media are increasingly emerging as a source of competitive advantage, as a means of reaching and engaging consumers, and as a source of consumer insight. This paper identifies challenges associated with the implementation of social media as perceived by senior marketers. Using a qualitative thematic analysis methodology, we identify differences between entrepreneurial and nonentrepreneurial organisations in social media implementation. It is proposed that entrepreneurial marketing may provide theoretical guidelines for implementation of social media. The paper concludes with research propositions that will test the effectiveness of entrepreneurial marketing in overcoming the implementation challenges of social media.
ISBN 9780980332872
Language eng
Field of Research 150304 Entrepreneurship
Socio Economic Objective 950204 The Media
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2011, Swinburne University of Technology
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Document type: Conference Paper
Collections: Faculty of Business and Law
School of Management and Marketing
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