Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

By Pierre R. Berthon, Leyland F. Pitt, Kirk Plangger, Daniel M. Shapiro. 2012

1,099 citations recorded by the source corpus.

Subfields: Communication, Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/407495811542e373a373a8956b0eee2955b74425

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Citations in the corpus

Social media usage and organizational performance: Reflections of Malaysian social media managers (2015, background): “According to Berthon et al. (2012), Web 2.0 technologies have had three effects – a shift in the locus of activity from the desktop to the Web, a shift in the locus of value production from the firm to the consumer and a shift in the locus of power away from the firm to the consumer.”
Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk (2018, background): “Indeed, social media tools (i.e. YouTube, Facebook, and Twitter) characterise a higher degree of accessibility; anybody nowadays can easily access such applications (Berthon et al., 2012).”
Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective (2017, background): “They define “social media” as a series of both hardware and software technological innovations (Web 2.0) that facilitate creative online users' inexpensive content creation, interaction, and interoperability (Berthon et al. 2012).”
Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media (2018, background): “The likes of TV and newspapers do not allow two-way interactivity, which, on the contrary, is a defining feature of social media (Berthon et al., 2012; Gensler et al., 2013).”
Digital marketing and social media: Why bother? (2014, background): “In doing so, consumers have been shown to value peer judgments more than ﬁrm promotions, indicating a shift in the locus of persuasive power (Berthon, Pitt, Plangger, & Shapiro, 2012; Pitt, Berthon, Watson, & Zinkhan, 2002).”
Social media in marketing: A review and analysis of the existing literature (2017, background): “Indeed, researchers (i.e. Berthon et al., 2012; Dwivedi et al., 2015; Filo et al., 2015; Okazaki and Taylor, 2013) have started paying a special interest in examining and exploring the main dimensions of social media applications at diverse contexts, cultures, regions, and from different…”
Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, background): “Existing studies also focus on different forms of social media including blogs and conclude that these elite media outlets gain immense traction and have a subsequent social influence on the information consumers (Meraz, 2009; Berthon et al., 2012).”
Online engagement factors on Facebook brand pages (2013, background): “As such, it is not related to the content characteristics and does not represent a factor which could be adjusted as a part of the company's SMM strategy.”