Does Social media marketing mean the end of traditional advertising?

The use of social media marketing is increasing rapidly among companies (King. et al., 2014). Much attention is paid to social media’s role in the marketing mix, not least in relation to traditional media (LaPointe, 2011). LaPointe (2011) states that it’s becoming more popular with marketing strategies that rely entirely on online tactics. At the same time, many marketers are still unsure of how to go about this ocean of platforms and opportunities called social media, as pointed out by DeMers (http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/) and Hanna et al. (2011). Let us therefore have a look at what research has to say about social- versus traditional media! Could it be that companies are too quick with planning the funeral of conventional advertising? 

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The Nature and Impact of Anti-Branding Hate Sites and How to Handle Anti-Branding on the Internet Part 2

Written by Renske Wolters

In part 1 of this article the nature and impact of anti-branding hate sites has been discussed. This part will focus on how managers should handle when under attack of such a hate site. Kucuk (2008) divides anti-branding hate sites in four different types that can be handled in different ways. The Experts, the Symbolic Haters, the Complainers, and the Opportunists

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The Nature and Impact of Anti-Branding Hate Sites and How to Handle Anti-Branding on the Internet Part 1

Written by Renske Wolters

Tourism, studying abroad, foreign trade, spread of technical knowhow… Globalization has brought so many great advantages. But WAIT! When you think about that, have you ever thought about the drawbacks? And what about the effects of those drawbacks? Let us have a look at a few examples of globalization drawbacks that Ger and Belk (1996) pointed out. It brings social inequality, class polarization, stress, materialism and threats to health and environment. There is an increasing awareness that global companies play an incredibly big role in this negative globalization points... 

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