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 proceeding

Abstract

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
https://www.academyofmarketing.org/conference/conference-history/conference-2014/

Conference

ConferenceAcademy of Marketing Conference 2014
Abbreviated titleAOM2014
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14
Internet address

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