oa Journal of Marketing - The next big step : social media



The honeymoon is over. Much of the hype and noise surrounding social media and its meteoric rise (especially in the US) has abated. Perhaps owing to the global economic crisis, arguably due to the apparent lack of sustainable business models and possibly as a result of some semblance of reasonable thinking, we're no longer reading about $1,6 billion investments in YouTube and $15 billion Facebook valuations.


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