Assessing the Impact of Social Media in Marketing Information Systems

Ana Canhoto, Sally Dibb, Lyndon Simkin, Lee Quinn, M. Analogbei

    Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review


    Social media (SM) technologies have influenced the dynamics of competition and the behaviour of markets, leading firms to rethink their approaches to obtaining customer intelligence. This paper investigates how SM impact on the strategic development of the marketing information systems (MIS) that are used for market insight and competitive analysis. Qualitative data comprising 20 hours of in-depth, elite interviews with 15 senior managers from client firms, digital marketing agencies and strategy consultants, were conducted. The findings reveal several ways in which SM technologies impact on the strategic development of MIS, ranging from those related to the data and how they are manipulated, to those considered with how firms utilise SM or build on the broad behavioural changes with which it is associated.
    Implications for the theory and practice of MIS are considered.
    Original languageEnglish
    Title of host publicationAcademy of Marketing Conference
    Publication statusPublished - 2014
    EventAcademy of Marketing Conference 2014: Marketing dimensions: people, places and spaces - Bournemouth University, Bournemouth, United Kingdom
    Duration: 7 Jul 201410 Jul 2014


    ConferenceAcademy of Marketing Conference 2014
    Abbreviated titleAOM2014
    Country/TerritoryUnited Kingdom
    Internet address


    Dive into the research topics of 'Assessing the Impact of Social Media in Marketing Information Systems'. Together they form a unique fingerprint.

    Cite this