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Speech and Rhetorical Studies Commons

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Clemson University

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The Role Of Exigencies In Marketing: A Rhetorical Analysis Of Three Online Social Networks, Greg Martin May 2007

The Role Of Exigencies In Marketing: A Rhetorical Analysis Of Three Online Social Networks, Greg Martin

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Over the last few years, the use of online social networks has increased exponentially, and some of these 'virtual communities' are among the most visited sites on the Internet. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this new and budding arena for advertising ventures. Traditional business approaches to marketing are no longer adequate because of the radicalization of new media found within online social networks. This thesis, therefore, provides a new metric of success for social network marketing ...