A Marketplace of Social Engagement

Smith, J. Walker
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p52
The article focuses on social engagement in the Internet marketing. Marketing in the Internet nowadays is not so much about engaging consumers with a brand, but facilitating the ability of people to engage with one another. And the Internet is exactly doing that. Instead of isolating individuals into private experiences and clustering them into closed communities of narrow interests, the Internet is bringing individuals together in new ways. Myspace.com and yub.com are some of those sites where social engagement comes first, after which commerce follows.


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