RT XIX: Chap 6 The Impact of Social Media on Consumer Buying Behavior
From the Book: The Refractive Thinker® Vol XIX: Social Media: Changing the World Through Communication


Summary

Social media has taken over the world of marketing. Still, marketing managers are struggling to integrate social media with their current integrated marketing communications (IMC). Marketing managers are in a difficult transition to digital technology and traditional media. This chapter focused on how consumers are making decisions with social media and how marketing managers can integrate social media into the ICM model.
Chapter Authors: