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An experiential, social network-based approach to direct marketing

Palmer, Adrian and Koenig-Lewis, Nicole 2009. An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal 3 (3) , pp. 162-176. 10.1108/17505930910985116

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Purpose – Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape of direct marketing, and proposes a model of direct and indirect targeting of buyers. Design/methodology/approach – A conceptual model is presented which brings together the needs of producers, sellers and communities. Customer experience is used as an integrative framework for reconciling the sometimes differing needs of these groups. Findings – The literature is reviewed, noting changes in media habits. Previous studies of social network users provide a picture of the benefits sought by members of online communities. Originality/value – Assessment of direct marketing has traditionally emphasised cognitive and behavioural metrics. This paper has proposed an experiential framework which may be more difficult to measure, but evidence is presented that emotions associated with use of social network web sites may be more important as a key success factor for direct marketing.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Uncontrolled Keywords: Social networks, Communities, Direct marketing, Customer satisfaction
Publisher: Emerald
ISSN: 1750-5933
Last Modified: 04 Jun 2017 07:58

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