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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Social Media in an Alternative Marketing Communication Model

Author(s): Cristina Castronovo, Lei Huang

Citation: Cristina Castronovo, Lei Huang, (2012) "Social Media in an Alternative Marketing Communication Model," Vol. 6, Iss. 1, pp. 117 - 134

Article Type: Research paper

Publisher: North American Business Press

Abstract:

While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship

management, brand communities, search engine optimization, viral marketing, guerilla marketing,

events-based marketing, and social media each on an isolated, individual basis, there is no

comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is

to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing

communications, and social media as viable components of integrated marketing communications.

Additionally, this paper aims to develop an integrated alternative marketing communication conceptual

model that can be applied by industrial practitioners to help them achieve their marketing objectives.