Abstract
Internet, digital and social media has changed the roles in advertising. Social media has enabled customers via negative or positive electronic word-of-mouth comments may affect other customers. Digital and social media marketing used in various sectors can be cheaper, viral, easy for circulation and affect relationships between customers and the company via interaction. This study aims to define digital marketing and social media marketing, advantages for the customers and the marketers along with the potential risks for the customers and marketers. As a result of the literature review of the keywords, it is found that for the customers’ data privacy is an important risk as the private data of the users collected by the social media platforms might be used improperly, and for the marketers, the negative electronic word-of-mouth about the product or services might have negative outcomes for the company.
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Meral, K.Z. (2021). Strategic Social Media Marketing and Data Privacy. In: Dincer, H., Yüksel, S. (eds) Management Strategies to Survive in a Competitive Environment. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-72288-3_13
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