Social networks and marketing happiness?

the potential role of marketing in an electronic world

Ed Vos

Richard Varey

pp. 244-256

in: Richard Varey, Michael Pirson (eds), Humanistic marketing, Basingstoke, Palgrave Macmillan, 2014

Abstract

In this world of increasing electronic connectivity we are often amazed at the widespread popularity of social networks, instant email connec. tions, and almost universal personal cell phone ownership. Today it seems that if you don't have a social media presence there is something wrong with you! The 'selling" side of business demands an Internet pres. ence. Retail businesses face unheard-of competition from on-line sellers, such as Amazon, resulting in an ever decreasing number of "bricks "n" mortar" retail shops. The ability to electronically connect to each other has become so popular because we, as people, have a great desire to be connected to each other. In fact, the science of happiness is very clear in listing "relationships' as the foremost determinate of happiness. So we embrace every opportunity to connect with an underlying hope of becoming happier.