Professional Contests and the Emergence of Social Media As an Institutional Field

Andrew Smith, York University, Canada
Ashlee Humphreys, Northwestern University, USA
This project investigates the institutionalization of social media as a professional field and marketing practice. The authors explore contests amongst different professional fields vying for dominance over the domain and examine the effects of these contests as social media becomes integrated with dominant consumer and market institutions.
[ to cite ]:
Andrew Smith and Ashlee Humphreys (2014) ,"Professional Contests and the Emergence of Social Media As an Institutional Field", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 123-129.