Mangold, W. G.,

From Digital Culture & Society

[edit] The New Hybrid Element of the Promotion Mix

The introduction of social media allows for one person to be able to communicate with others easily through online platforms. But from a business perspective the impact of consumer-to-consumer communication is crucial in the industry and the marketplace for businesses. The ability to communicate with other businesses is crucial because it allows for consumers to access information while businesses can alter marketing campaigns to shape consumer access to benefit the business. Demonstrates the strong hybrid role of the business integration for technology which helps network businesses. The technology and social media integration in the business world provide strong promotional tools to engage the customers. Dated examples, while they can still be applicable to today, are still dated. Now the technology being used in the industry have developed and expanded to be some more relevant examples. The purpose of the article is to be considered as a component of how businesses take on the integrated marketing communications strategy. Different elements within the communication strategy and how different methods work for different businesses. The most important aspect is that marketing managers can shape the consumer-to-consumer relationship which helps drive the marketplace. (Jennifer R)

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.