Investigating marketing managers' perspectives on social media in Chile

Constanza Bianchi, Lynda Andrews

Research output: Contribution to journalArticlepeer-review

74 Scopus citations

Abstract

Social media have global proportions, yet little is known about firms' engagement with these Web 2.0 technologies in emerging markets within Latin America. The study investigates Chilean marketing managers' perspectives on social media platforms, the benefits or barriers to their firm's marketing practices and the impact they have on the immediate marketing environment based on in-depth interviews. Applying Okazaki and Taylor's (2013) social media framework the findings provide an understanding of social media's role for Chilean firms in customer engagement, brand image enhancement, return on investment, and meeting consumer needs through time and place. Additional themes emerged on the use of social media through Smartphones and their value for future marketing activities.

Original languageEnglish
Pages (from-to)2552-2559
Number of pages8
JournalJournal of Business Research
Volume68
Issue number12
DOIs
StatePublished - 1 Dec 2015

Keywords

  • Chile
  • Latin America
  • Marketing managers
  • Smartphones
  • Social media

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