Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Annotated Bibliography
Michael Prendergast
English 1104
3 March 2017
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Annotated Bibliography
Adame, Vivian. Consumers Obsession Becoming Retailers Possession: The Way That
Retailers Are Benefiting from Consumers Presence on Social Media San Diego Law
http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=131978db-2e39-43b2-a867-
This academic article written by Vivian Adame, a graduate from University of San Diego
School of Law, focuses on the impact of social media users on retailers in the United
States. Several specific topics include new ways for retailers to profit from information of
online users, the immense potential markets on social media sites, and the legal responses
to the issue of online privacy for protecting online consumers. Adame begins by talking
about social media sites tracking what one posts, searches, browses, etc. then proceeds to
sell that information to retailers for billions annually. Although retailers have profited
from consumer information ever since the beginning of Internet commerce, the
Adame goes on to mention the vast potential market on social media and how most
retailers have established some sort of presence online to exploit this market. Some of
these retailers not only share their new merchandise, products, and updates with social
media followers, but also create an online personality for their company, allowing them
to personally engage with them. The next topic Adame touches on is how retailers are
prospering from the lack of privacy laws protecting consumers online information. The
article stated the legal regulations that businesses and social media sites must follow,
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hindering the access of personal information of the users. Though, this topic doesnt
directly pertain to my research, Adame presented quality information which I can apply
to my research. Vivian Adame is a credible author who graduated from University of San
Diego School of Law in 2014, and later had his academic article published by San Diego
Law Review in 2016. Throughout the article, Adame avoided bias and remained objective
and informative. He also cited an abundance of different references, proving the articles
integrity and reliability. I plan to use this article as one of, if not the primary source of
information during my research. Adame does a good job providing a great deal of
information that is well explained and easily understood. He brought up many excellent
DeMers, Jayson. The Top 10 Benefits Of Social Media Marketing. Forbes, Forbes Magazine
In this article from Forbes, a world-renowned magazine, author Jayson DeMers, Founder
and CEO of AudienceBloom, a marketing agency based in Seattle, gives his personal top
ten benefits of using social media as a marketing tool. The article focuses on the various
benefits social media has when used as a marketing tool, mainly pertaining to small
mentions are increased brand recognition, improved brand loyalty, increased website
traffic, decreased marketing costs, better customer experiences, and improved customer
awareness. He gives a brief opinion of why he chose each topic, then provides facts,
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statistics, and studies to support his claims. Though he does give opinion, he does a great
job avoiding bias by predominantly sticking to facts and statistics. Forbes is globally
accepted as a reliable source and DeMars has the credentials to be deemed credible. His
consider researching new areas regarding my topic. I will more than likely use this source
on my project at some point, but as a primary source of information, I will refrain from
Hoffman, Donna L., and Marek Fodor. "Can You Measure the ROI of Your Social Media
Marketing?" MIT Sloan Management Review, vol. 52, no. 1, 2010, pp. 41-49,
https://librarylink.uncc.edu/login?
url=http://search.proquest.com.librarylink.uncc.edu/docview/757349606?
This academic article written by Donna L. Hoffman, the Louis Rosenfeld Distinguished
University, and Marek Fodor, the Chairman of KANTOX, focuses on measuring return
on investments(ROI) with using social media. Their main point of the article is to explain
and inform an efficient way to measure ROI of social media. They believe managers
should start by considering the motivation consumers have to use social media and then
measure the purchasing behavior of consumers when they engage with various markets
and brands. They also talk about how using social media to measure ROI and purchasing
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article, Hoffman and Fodor explain that the three key objectives of social media
marketing are brand awareness, brand engagement, and word of mouth. Hoffman and
Fodor are both credible and reliable, remaining objective throughout the entire article and
are have a very informative purpose. This academic article has been extremely helpful
during my research by providing me with unprecedented facts and new knowledge about
businesses use of social media. I will consistently refer to this article as a primary source
Possession: The Way That Retailers Are Benefiting from Consumers Presence on Social
Media.
Holt, Douglas. Branding in the Age of Social Media. Harvard Business Review, Harvard
In this article from Harvard Business Review, author Douglas Holt, founder and president
of the Cultural Strategy Group and was formerly a professor at Harvard Business School
and the University of Oxford, focuses on brand building in the age of social media. The
central theme of the article is about how brand building has become a challenge in a
world run by social media. Holt starts off by discussing branded content, which is a
particular brand which funds the content's production. A few years ago, companies
believed branded content was the focus of a marketing strategy and social media would
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facilitate the process and allow them to deal directly with customers on a personal basis.
But ironically, social media has made brand content less significant. Holt goes on to
mention the rise of new technologies has caused a thing called crowd cultures. Crowd
cultures are communities that were once geographically isolated, now with the expansion
of social media, are densely networked and their cultural influence has become direct and
substantial. Crowd cultures posed a major problem for businesses, because these groups
created new markets and companies must find a way to appeal and target these new
markets. This started the rapid expansion of sponsorships. Businesses believed if they
could find a celebrity who would endorse a product and fit in with a certain crowd
culture, they would be able to tap into these new markets. The remainder of the article
talks about the different kinds of crowd cultures and the branding issues they caused for
businesses. Not only was he a professor at two of the most prestigious universities in the
world, Douglas Holt is also the author of How Brands Become Icons: The Principles of
Cultural Branding, proving his reliability and credibility. Holt wrote this article as an
informative piece, and remained unbiased all the way through. I planned to explore all the
topics he mentioned so as of now, this article has been the most helpful piece in my