Alliant International University Social Media and IMC Program Discussion Question

Read:

Aguenza, B.B., Al-Kassem, A., & Som, A.P. (2012). Social Media and Productivity in the Workplace: Challenges and Constraints.

Huy, Quy and Shipilov, Andrew (2012). The Key to Social Media Success Within Organizations. MIT Sloan Management Review.

Kane, G. C. (2017). The evolutionary implications of social media for organizational knowledge management. Information and Organization, 27, 37-46.

Martín-Rojas, R., Garrido-Moreno, A. and García-Morales, V. J. (2019). Fostering Corporate Entrepreneurship with the use of social media tools. Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.11.072

The effectiveness of social media has been a pressing topic among practitioners and academic researchers. Read and analyze this week’s empirical article readings and other articles from your research. Discuss the following questions.

• What role social media is playing in IMC programs?
• How can social media’s effectiveness be measured?
• What challenges are marketing managers facing using social media as an IMC tool?
• What are the most significant theoretical approaches and contributions from this week’s articles that you want to highlight?

Your main post should be 250-300 words, with citations and references in APA format.

Prepare at least two substantive comments with a minimum response of 100 words.

Respond to at least two classmate’s post