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date: 01 December 2020

Abstract and Keywords

In the past decade and a half, there has been a growth in new technologies that have enhanced peer-to-peer interactions. One of the more exciting implications of this development from a marketing perspective is that these platforms enable the exchange of product-related information. This chapter summarizes recent research in marketing that relates to the issue of management of social interactions, a broader concept than the traditional concept of word of mouth since it encompasses new electronic types of communication such as email, consumer reviews, and Twitter. The chapter categorizes the literature in terms of the roles that the firm plays in managing these interactions, which range from passive (listener) to active (participant).

Keywords: social networks, social media, advertising, word of mouth, marketing

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