ABSTRACT
The emergence of social media in recent years has been a fascinating phenomenon, encompassing the growth of the Internet and new technologies that few people could imagine just decades ago. One reason social media have such tremendous importance for lifestyle marketing is that they have completely changed the lifestyle landscape. Before social media, marketers developed lifestyle groups based primarily on statistical aggregation. Novak and Hoffman described the roles and goals of social media consumers. Customer relationship management (CRM) software has flourished. This positive development has allowed computer-assisted marketing to proceed more effectively. Data mining from social media groups often provides valuable insights into customers and potential customers. Kelman proposed a theory about the functions that attitudes serve in social interaction. He identified three major functions: compliance, identification, and internalization. Managing communications in an era of social media is much more like running a franchise for sports fans than like traditional marketing communications.
