Marketing is inherently dictated by cultural trends, and with social media now a widely accepted societal norm, marketing has changed to reflect that. From the encouragement of produsers, and participation beyond basic consumption; through to the illusion of intimacy through parasocial relationships as a means to subvert branded content, and collaborations on a scale never before seen. It becomes increasingly clear that very few marketing professionals will have the luxury of being uneducated when it comes to technological advances, particularly in social media trends. As a future marketing and media graduate, I can only hope to learn from the success stories of social media marketing, and attempt to continue evolving as social media does around me.
Jennifer Haig, n9509691 KCB206
Bayer, J., Ellison, N., Schoenebeck, S. & Falk, E. (2015). Sharing the small moments: ephemeral social interaction on Snapchat. Information, Communication and Society, 19 (7), Retrieved from http://www.tandfonline.com/doi/abs/10.1080/1369118X.2015.1084349
Bergström, T., & Bäckman, L. (2013). Marketing and PR in Social Media : How the utilization of Instagram builds and maintains customer relationships (Dissertation). Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-90410
De Kosnik, A. (2013). Fandom as free labour. In T. Scholz (Eds.), The internet as a playground and as a factory (pp 98 – 111). New York, NY: Routledge.
Edwards, L. (2012). Transmedia Storytelling, Corporate Synergy, and Audience Expression. Global Media Journal, 12 (2). Retreived from http://search.proquest.com/openview/caa41e96818110864d07362a62f3bc30/1?pq-origsite=gscholar&cbl=13509
Feinman, L., (2012). Celebrity Endorsements in Non-Traditional Advertising: How the FTC Regulations Fail to Keep Up with the Kardashians. Fordham Intellectual Property, Media & Entertainment Law Journal, 22 (1). Retrieved from https://ssrn.com/abstract=1987222
Grewal, D., Levy, M., Mathews, S., Harrigan, P. & Bucic, T. (2014). Marketing. Boston, MA: McGraw-Hill Irwin
Octos, N. (2016, April 11). Why advertisers simply cannot ignore Snapchat any longer, Business Insider. Retrieved from https://www.businessinsider.com.au/why-advertisers-simply-cannot-ignore-snapchat-any-longer-2016-4
Van Dijck, J. (2013). Culture of Connectivity. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-6737746-dt-content-rid-7983823_1/courses/KCB206_17se1/Van%20Dijck%2C%20J%202013%20-%20Culture%20of%20Connectivity%20Chapter%201%281%29.pdf