A3 Book section, Chapters in research books
Social media and consumer power : Opportunities and challenges for digital marketing activities (2022)

Vollero, A., & Valentini, C. (2022). Social media and consumer power : Opportunities and challenges for digital marketing activities. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 105-115). Routledge. https://doi.org/10.4324/9781003093909-13

JYU authors or editors

Publication details

All authors or editors: Vollero, Agostino; Valentini, Chiara

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 105-115

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-13

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84458


Social Media (SM) have not only become an important part of daily life for individuals, governments and organisations but have also transformed the way people work, learn, consume and socially interact. There are many SM uses, posting frequencies and content preferences. User participation also varies from passive to more active behaviours, depending on the motivation for engagement in online conversations.

From a marketing perspective, SM have redefined the traditional company - consumer relationship by progressively shifting power from marketing managers to consumers. Organisations are increasingly interested in understanding how SM can benefit (or harm) consumer-brand relationships, increase consumer engagement and contribute to value (co)creation.

By exploring the impact of SM on Digital Marketing (DM) activities, this chapter outlines how consumers are empowered via digital transformation and how digital marketers can use SM to enhance long-term consumer engagement and innovate (co)creating value approaches. This chapter concludes with reflections on how to transform SM challenges into future opportunities for marketing and brand managers by exploring possible venues for digital marketing research on SM.

Keywords: marketing; digital marketing; marketing communication; social media; consumer behaviour; brands; value creation

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 3

Last updated on 2022-19-12 at 08:56