Journal Article Discussion: social media ecosystem

This presentation discusses social media marketing ecosystem and other relevant concepts. Marketers need to understand the changing role of consumers. Consumers are no longer passive recipients of messages, but are active participants in online discussions. There are five types of behavior on social media: Creators, critics, collectors, joiners, and spectators. Besides this article, Mangold and Faulds (2009) also brought up the concept of “empowered consumers” in the article “Social media: the new hybrid element of the promotion mix”. Marketers need to visualize the social media ecosystem for their campaign and understand the importance of engaging with fans and initiating conversations.


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