... to pick and choose what they want, when they want it. In contrast, however, consumers also want to be offered some degree of tailored media based on their preferences for when they do not wish to expend effort searching themselves. Finding the perfect balance for these modern consumers in new media means...

... . Bernhardt , J.M. , Mays , D. and Hall , A.K. (2012), “ Social marketing at the right place and time with new media ”, Journal of Social Marketing , Vol. 2 No. 2 , pp. 130 ‐ 137 . Kumar , V. and Mirchandani , R. (2012), “ Increasing the role of social media marketing...