Reshaping traditional marketing mix to include social media participation: evidence from Italian firms

Pantano, Eleonora, Priporas, Constantinos-Vasilios and Migliano, Giuseppe (2019) Reshaping traditional marketing mix to include social media participation: evidence from Italian firms. European Business review, 31 (2). pp. 162-178. ISSN 0955-534X

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Abstract

Purpose - Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models.
Methodology- A sample of 20 small and large Italian liquor producers was used and their Facebook profiles were content analyzed.
Findings - Results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. Findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing.
Originality/Value - The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the Food and Beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 24334
Notes on copyright: This article is © Emerald Group Publishing and permission has been granted for this version to appear here (https://eprints.mdx.ac.uk/). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. This is the accepted version of the manuscript "Reshaping traditional marketing mix to include social media participation: evidence from Italian firms", forthcoming/published in the journal "European Business review" available via the journal site at: https://doi.org/10.1108/EBR-08-2017-0152
Useful Links:
Depositing User: Costas Priporas
Date Deposited: 06 Jun 2018 09:39
Last Modified: 23 May 2019 12:29
URI: https://eprints.mdx.ac.uk/id/eprint/24334

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