We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

The 4 as of Marketing Framework and Social Network Platforms
The 4 as of marketing framework and social network platforms
Md Tarique Newaz Dennis Arnett Mayukh Dass
Abstract

Social network platforms (SNPs) such as Facebook, YouTube, LinkedIn and Instagram are now an integral part of customers' lives. These platforms, as online hosts, facilitate the development and maintenance of user profiles and encourage inter-user communication among the consumers. In this paper, we examine the ways in which marketing managers can use SNPs to enhance their marketing strategies by viewing SNP tactics through Sheth and Sisodia's (2012) 4 As of the marketing lens (i.e., acceptability, affordability, accessibility and awareness). In particular, the paper provides managers a method ...

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