{"id":"https://openalex.org/W1964798699","doi":"https://doi.org/10.1108/02756660910987581","title":"Social networks: the future of marketing for small business","display_name":"Social networks: the future of marketing for small business","publication_year":2009,"publication_date":"2009-09-04","ids":{"openalex":"https://openalex.org/W1964798699","doi":"https://doi.org/10.1108/02756660910987581","mag":"1964798699"},"language":"en","primary_location":{"id":"doi:10.1108/02756660910987581","doi":"https://doi.org/10.1108/02756660910987581","is_oa":false,"landing_page_url":"https://doi.org/10.1108/02756660910987581","pdf_url":null,"source":{"id":"https://openalex.org/S1558358","display_name":"Journal of Business Strategy","issn_l":"0275-6668","issn":["0275-6668","2052-1197"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","fnege-4","jufo-1","poland-100","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Business Strategy","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5055995313","display_name":"Lisa Harris","orcid":"https://orcid.org/0000-0002-9586-7453","observed_orcids":["https://orcid.org/0000-0002-9586-7453"]},"institutions":[{"id":"https://openalex.org/I43439940","display_name":"University of Southampton","ror":"https://ror.org/01ryk1543","country_code":"GB","type":"education","lineage":["https://openalex.org/I43439940"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Lisa Harris","raw_affiliation_strings":["Senior Lecturer in Marketing at the University of Southampton School of Management, Southhampton, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Senior Lecturer in Marketing at the University of Southampton School of Management, Southhampton, UK","institution_ids":["https://openalex.org/I43439940"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075587654","display_name":"Alan Rae","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Alan Rae","raw_affiliation_strings":["Managing Partner of AI Consultants, Sussex, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Managing Partner of AI Consultants, Sussex, UK","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":33.2818,"has_fulltext":false,"cited_by_count":266,"citation_normalized_percentile":{"value":0.99581188,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":92,"max":100},"biblio":{"volume":"30","issue":"5","first_page":"24","last_page":"31"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-networks","display_name":"social networks","score":0.9160000085830688},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.8539999723434448},{"id":"https://openalex.org/keywords/small-business","display_name":"small business","score":0.7590000033378601},{"id":"https://openalex.org/keywords/online-communities","display_name":"online communities","score":0.8450000286102295},{"id":"https://openalex.org/keywords/brand-reputation","display_name":"brand reputation","score":0.9919999837875366},{"id":"https://openalex.org/keywords/customer-relationships","display_name":"customer relationships","score":0.9369999766349792},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9660000205039978},{"id":"https://openalex.org/keywords/entrepreneurial-business","display_name":"entrepreneurial business","score":0.6430000066757202},{"id":"https://openalex.org/keywords/early-adopters","display_name":"early adopters","score":0.6940000057220459}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6747053265571594},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5252998471260071},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.5234200954437256},{"id":"https://openalex.org/C2777617010","wikidata":"https://www.wikidata.org/wiki/Q18957","display_name":"Mainstream","level":2,"score":0.5176061391830444},{"id":"https://openalex.org/C125502","wikidata":"https://www.wikidata.org/wiki/Q1153279","display_name":"Early adopter","level":2,"score":0.5100646615028381},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4960051476955414},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.49598273634910583},{"id":"https://openalex.org/C2780233690","wikidata":"https://www.wikidata.org/wiki/Q535347","display_name":"Transparency (behavior)","level":2,"score":0.4620681405067444},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.4605698883533478},{"id":"https://openalex.org/C2775924081","wikidata":"https://www.wikidata.org/wiki/Q55608371","display_name":"Control (management)","level":2,"score":0.44860318303108215},{"id":"https://openalex.org/C113993141","wikidata":"https://www.wikidata.org/wiki/Q906759","display_name":"Marketing buzz","level":2,"score":0.4476177990436554},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.44151216745376587},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.42673707008361816},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4031860828399658},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.3293517231941223},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.2381940484046936},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.17803263664245605},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.15100163221359253},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.1316256821155548},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.0},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1108/02756660910987581","doi":"https://doi.org/10.1108/02756660910987581","is_oa":false,"landing_page_url":"https://doi.org/10.1108/02756660910987581","pdf_url":null,"source":{"id":"https://openalex.org/S1558358","display_name":"Journal of Business Strategy","issn_l":"0275-6668","issn":["0275-6668","2052-1197"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","fnege-4","jufo-1","poland-100","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Business Strategy","raw_type":"journal-article"},{"id":"pmh:oai:eprints.soton.ac.uk:80486","doi":null,"is_oa":false,"landing_page_url":"https://eprints.soton.ac.uk/80486/1/JBS.pdf","pdf_url":"https://eprints.soton.ac.uk/80486/1/JBS.pdf","source":{"id":"https://openalex.org/S4306401019","display_name":"ePrints Soton (University of Southampton)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I43439940","host_organization_name":"University of Southampton","host_organization_lineage":["https://openalex.org/I43439940"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":"","raw_type":"Article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":4,"referenced_works":["https://openalex.org/W1581043319","https://openalex.org/W2021945153","https://openalex.org/W2146434703","https://openalex.org/W4241944432"],"related_works":["https://openalex.org/W2078768216","https://openalex.org/W7135865558","https://openalex.org/W7004818137","https://openalex.org/W21732925","https://openalex.org/W2787219907","https://openalex.org/W2461994240","https://openalex.org/W4376055962","https://openalex.org/W1979081691","https://openalex.org/W7218034475","https://openalex.org/W2469810021"],"abstract_inverted_index":{"Purpose":[0],"The":[1,81,221],"authors":[2,82],"review":[3],"recent":[4],"developments":[5],"in":[6,18,49,92,128,155,164,180],"online":[7,16],"marketing":[8,78,149,233],"strategy":[9],"that":[10,37,84,122,168],"demonstrate":[11],"the":[12,30,40,50,70,93,111,129,156,212,218,227],"growing":[13,47],"power":[14,207],"of":[15,32,42,55,69,95,183,185],"communities":[17],"building":[19],"brand":[20],"reputations":[21],"and":[22,72,105,119,170,189,208,229],"customer":[23,101],"relationships.":[24],"Design/methodologies/approach":[25],"This":[26,178],"work":[27],"draws":[28],"upon":[29,65],"results":[31,179],"an":[33,117],"ongoing":[34],"research":[35,136],"project":[36],"is":[38,123,202],"investigating":[39],"use":[41],"new":[43,77],"technologies":[44,157],"by":[45],"entrepreneurial":[46],"businesses":[48,62,188],"London":[51],"area.":[52],"A":[53,192],"range":[54],"examples":[56],"from":[57,241],"our":[58],"30":[59],"case":[60],"study":[61],"are":[63],"drawn":[64],"to":[66,109,126,139,176,204,217],"illustrate":[67],"some":[68],"opportunities":[71,228],"threats":[73,230],"associated":[74,231],"with":[75,103,116,146,232],"these":[76,199],"priorities.":[79],"Findings":[80],"conclude":[83],"social":[85,200,235],"networks":[86,201],"will":[87,166,173],"play":[88],"a":[89,162],"key":[90,193],"role":[91],"future":[94],"marketing;":[96],"externally":[97],"they":[98,107],"can":[99],"replace":[100],"annoyance":[102],"engagement,":[104],"internally":[106],"help":[108],"transform":[110],"traditional":[112],"focus":[113],"on":[114,226,238],"control":[115,209],"open":[118],"collaborative":[120],"approach":[121],"more":[124,147,169,171],"conducive":[125],"success":[127],"modern":[130],"business":[131],"environment.":[132],"Research":[133],"limitations/implications":[134],"Further":[135],"should":[137],"aim":[138],"track":[140],"this":[141],"activity":[142],"as":[143,159,161],"it":[144],"integrates":[145],"mainstream":[148],"over":[150],"time.":[151],"Practical":[152],"implications":[153],"Developments":[154],"themselves,":[158],"well":[160],"reduction":[163],"costs,":[165],"mean":[167],"information":[172],"be":[174],"available":[175],"consumers.":[177],"unprecedented":[181],"levels":[182],"transparency":[184],"dealings":[186],"between":[187],"their":[190],"customers.":[191],"challenge":[194],"when":[195],"engaging":[196],"customers":[197],"through":[198,234],"how":[203],"give":[205],"away":[206],"while":[210],"at":[211],"same":[213],"time":[214],"avoiding":[215],"embarrassment":[216],"company.":[219],"Originality/value":[220],"paper":[222],"provides":[223],"practical":[224],"guidance":[225],"networks,":[236],"based":[237],"lessons":[239],"learned":[240],"\u201cearly":[242],"adopters\u201d.":[243]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":7},{"year":2024,"cited_by_count":8},{"year":2023,"cited_by_count":20},{"year":2022,"cited_by_count":18},{"year":2021,"cited_by_count":21},{"year":2020,"cited_by_count":15},{"year":2019,"cited_by_count":22},{"year":2018,"cited_by_count":17},{"year":2017,"cited_by_count":15},{"year":2016,"cited_by_count":16},{"year":2015,"cited_by_count":21},{"year":2014,"cited_by_count":25},{"year":2013,"cited_by_count":28},{"year":2012,"cited_by_count":15}],"updated_date":"2026-11-03T10:50:19.383937","created_date":"2016-06-24T00:00:00"}
