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Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Digital media, which includes Internet, social networking and social media sites, is a modern way for brands to interact with consumers as it releases news, information and advertising from the technological limits of print and broadcast infrastructures. [8]
Those advertisements are intertwined with non-promoted news that the users are reading through. Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a product. Some examples are: Facebook's "Sponsored Stories", [43] LinkedIn's "Sponsored Updates", [44] and Twitter's "Promoted Tweets". [45]
Marketing communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination. [1] Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general.
[30] Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market. [31] [28] In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. [32]
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Online deliberation is a broad term used to describe many forms of non-institutional, institutional and experimental online discussions. [1] The term also describes the emerging field of practice and research related to the design, implementation and study of deliberative processes that rely on the use of electronic information and communications technologies (ICT).
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