Social media: Friend or foe?

Don Edward Schultz

Research output: Contribution to journalArticle


This article challenges the popular belief that a social media strategy is essential for building brands and consumer engagement.

It is based on a 10-year longitudinal US behavioural study, that investigates consumer behaviour, media use and brand preferences. Instead, it recommends adopting a cautious approach when implementing social media and proposes a 'trial and test' approach, rather than wholesale conversion.
Original languageEnglish (US)
StatePublished - May 2013


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