Pantano, E.; Priporas, C.; Migliano, G.

Reshaping traditional marketing mix to include social media participation: evidence from Italian firms

Article

Pantano, E., Priporas, C. and Migliano, G. 2019. Reshaping traditional marketing mix to include social media participation: evidence from Italian firms. European Business Review. 31 (2), pp. 162-178. https://doi.org/10.1108/EBR-08-2017-0152

Publication dates
Type	Article
Title	Reshaping traditional marketing mix to include social media participation: evidence from Italian firms
Authors	Pantano, E., Priporas, C. and Migliano, G.
Abstract	Purpose - Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Methodology- A sample of 20 small and large Italian liquor producers was used and their Facebook profiles were content analyzed. Findings - Results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. Findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing. Originality/Value - The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the Food and Beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.
Publisher	Emerald
Journal	European Business Review
ISSN	0955-534X
Online	16 Jan 2019
Print	11 Mar 2019
Publication process dates
Deposited	06 Jun 2018
Accepted	30 May 2018
Output status	Published
Accepted author manuscript	EBR-Reshaping traditional marketing mix .pdf
Copyright Statement	This article is © Emerald Group Publishing and permission has been granted for this version to appear here (https://eprints.mdx.ac.uk/). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. This is the accepted version of the manuscript "Reshaping traditional marketing mix to include social media participation: evidence from Italian firms", forthcoming/published in the journal "European Business review" available via the journal site at: https://doi.org/10.1108/EBR-08-2017-0152
Digital Object Identifier (DOI)	https://doi.org/10.1108/EBR-08-2017-0152
Language	English

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