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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
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Social Media in an Alternative Marketing Communication Model

Author(s): Cristina Castronovo, Lei Huang

Citation: Cristina Castronovo, Lei Huang, (2012) "Social Media in an Alternative Marketing Communication Model," Vol. 6, Iss. 1, pp. 117 - 134

Article Type: Research paper

Publisher: North American Business Press


While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship
management, brand communities, search engine optimization, viral marketing, guerilla marketing,
events-based marketing, and social media each on an isolated, individual basis, there is no
comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is
to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing
communications, and social media as viable components of integrated marketing communications.
Additionally, this paper aims to develop an integrated alternative marketing communication conceptual
model that can be applied by industrial practitioners to help them achieve their marketing objectives.