摘要：Online marketing communications are moving toward interactions between individual
recipients and consumers rather than being directed from a marketing organization to masses of
consumers. It is now possible for an individual to be just as efficient in broadcasting
information, both positive and negative, about an organization as it is for a large corporation to
promote itself. The social networking that allows the quick and easy dissemination of
information and mis-information is in part a product of changes in online communication
channels, but these communication channels are in part enabled by such social networking.
From a marketing perspective, we are at a pioneering stage in understanding how these work.
This article suggests an infrastructure that could be useful in studying how online
communication channels are emerging and how they might evolve in the future. The elements of
this infrastructure are core/technological, competitive/commercial, political/regulatory, and
social.
关键词：online marketing, integrated marketing communications (IMC), word of mouth
promotion (WOM), viral marketing, social networking, diffusion of innovations
