文章基本信息

标题：THE STRUCTURE OF ONLINE MARKETING COMMUNICATION CHANNELS
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作者：Robert Owen ; Texas A&M University-Texarkana; Patricia Humphrey ; Texas A&M University-Texarkana. 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2009
卷号：2
期号：1
出版社：Academic and Business Research
摘要：Online marketing communications are moving toward interactions between individual recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is now possible for an individual to be just as efficient in broadcasting information, both positive and negative, about an organization as it is for a large corporation to promote itself. The social networking that allows the quick and easy dissemination of information and mis-information is in part a product of changes in online communication channels, but these communication channels are in part enabled by such social networking. From a marketing perspective, we are at a pioneering stage in understanding how these work. This article suggests an infrastructure that could be useful in studying how online communication channels are emerging and how they might evolve in the future. The elements of this infrastructure are core/technological, competitive/commercial, political/regulatory, and social.
关键词：online marketing, integrated marketing communications (IMC), word of mouth promotion (WOM), viral marketing, social networking, diffusion of innovations