Despite the growing popularity of social media in academic papers, micro-blogging research is still in its infancy and there are few research studies on micro-blogging as a tool for achieving business objectives. In particular, the aim of this chapter is to examine the role of micro-blogging in improving the market knowledge of firms. Therefore, this manuscript wants to make a contribution to the strategic marketing field, providing an overview of how micro-blogging can draw insights from the market. It has been shown that micro-blogging allows firms to understand the real thoughts of customers, to control marketing strategies and to acquire updated knowledge about competitors. In fact, the intrinsic features of micro-posts (micro, mobile, instantaneous, spontaneous) make this social media different from other marketing channels and very useful for gathering customer data and accumulating market knowledge.

Arrigo, E. (2015). Micro-blogging as generator of market insights and competitive intelligence. In J.N. Burkhalter, N.T. Wood (a cura di), Maximizing Commerce and Marketing Strategies through Micro-Blogging (pp. 297-312). IGI Global [10.4018/978-1-4666-8408-9.ch013].

Micro-blogging as generator of market insights and competitive intelligence

ARRIGO, ELISA
Primo
2015

Abstract

Despite the growing popularity of social media in academic papers, micro-blogging research is still in its infancy and there are few research studies on micro-blogging as a tool for achieving business objectives. In particular, the aim of this chapter is to examine the role of micro-blogging in improving the market knowledge of firms. Therefore, this manuscript wants to make a contribution to the strategic marketing field, providing an overview of how micro-blogging can draw insights from the market. It has been shown that micro-blogging allows firms to understand the real thoughts of customers, to control marketing strategies and to acquire updated knowledge about competitors. In fact, the intrinsic features of micro-posts (micro, mobile, instantaneous, spontaneous) make this social media different from other marketing channels and very useful for gathering customer data and accumulating market knowledge.
Capitolo o saggio
micro-blogs, competitive intelligence, market knowledge, competitive advantage
English
Maximizing Commerce and Marketing Strategies through Micro-Blogging
9781466684089
Arrigo, E. (2015). Micro-blogging as generator of market insights and competitive intelligence. In J.N. Burkhalter, N.T. Wood (a cura di), Maximizing Commerce and Marketing Strategies through Micro-Blogging (pp. 297-312). IGI Global [10.4018/978-1-4666-8408-9.ch013].
Arrigo, E
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/92802
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