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When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Qingjiang Yao

    (Lamar University)

Abstract

This chapter proposes five social media categories, overviews category representatives and their user profiles, and summarizes five interactive marketing features. The chapter also examines social media analytics, measurements, and ethical issues in interactive marketing and explores how social media can function more effectively in interactive marketing with the advancement of the new technology of big data, VR, AR, and artificial intelligence.

Suggested Citation

  • Qingjiang Yao, 2023. "When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 451-473, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_20
    DOI: 10.1007/978-3-031-14961-0_20
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