Skoumpopoulou, D, Vlachos, I and San José, J (2014) Social Media Impact on Marketing and Operations of Small and Medium Companies: A Delphi study. In: UNSPECIFIED 2nd International Conference on Contemporary Marketing Issues (ICCMI), 18-20 Jun 2014, Athens, Greece.
Abstract
This research project investigates the impact of social media, in particular the uses of the social media in Spain, the impact of the engagement concept for the companies, the influence of the word of mouth for the businesses and the effectiveness of social media marketing in Spanish companies. Qualitative data has been gathered from five Spanish companies that use social media providing rich and detailed information. The most common use of social media in Spain is branding and promotions but Spanish companies have issues in the implementation of the online and offline strategies.
Metadata
Item Type: | Proceedings Paper |
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Authors/Creators: |
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Keywords: | social media, social media marketing, Spain , Delphi Study |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 13 Apr 2016 13:56 |
Last Modified: | 22 Apr 2016 08:02 |
Status: | Published |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:85807 |