The Role of Exigencies in Marketing - A Rhetorical Analysis of Three Online Social Networks

Over the last few years the use of online social networks has increasedexponentially and some of these virtual communities are among the mostvisited sites on the Internet. With this boom in popularity has also come a risein the need for marketing within these spaces and very little academicliterature exists on how to best utilize this new and budding arena foradvertising ventures. Traditional business approaches to marketing are nolonger adequate as online environments have completely radicalized theadvertising landscape. This book therefore provides a new metric of successfor social network marketing supplemental to the more traditional costanalysis that most marketing developers currently use. Three separatedistinctly different instances of marketing within virtual communities areanalyzed rhetorically derived from Bitzer's concept of the rhetoricalsituation among other ideas. The analysis should help shed some light onthis new and exciting advertising environment and should be especiallyuseful to professionals in Communications and Marketing fields or anyoneelse who may be considering utilizing online communities for marketingefforts.