Investigating marketing managers' perspectives on social media in Chile

Bianchi, Constanza & Andrews, Lynda (2015) Investigating marketing managers' perspectives on social media in Chile. Journal of Business Research, 68(12), pp. 2552-2559.

[img] Accepted Version (PDF 600kB)
Administrators only until June 2018 | Request a copy from author

View at publisher


Social media has reached global proportions, yet little is known about firms’ engagement with these Web 2.0 technologies in emerging markets within Latin America. The study investigates Chilean marketing managers’ perspectives on social media platforms, the benefits or barriers to their firm’s marketing practices and the impact they have on the immediate marketing environment based on in-depth interviews. Applying Okazaki and Taylor’s (2013) social media framework the findings provide an understanding of social media’s role for Chilean firms in customer engagement, brand image enhancement, return on investment, and meeting consumer needs through time and place. Additional themes emerged on the use of social media through Smartphones and their value for future marketing activities.

Impact and interest:

4 citations in Scopus
Search Google Scholar™
4 citations in Web of Science®

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 84536
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Social media, marketing managers, Latin America, Chile
DOI: 10.1016/j.jbusres.2015.06.026
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 26 May 2015 22:37
Last Modified: 14 Dec 2015 05:56

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page