Abstract
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.
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 language | English (US) |
|---|---|
| Journal | Admap |
| State | Published - May 2013 |
