Skip to main content

Traditional marketing media have been losing their effectiveness and digital marketing spend is on the rise. The author discusses and demarcates incognito, exposed, and unveiled social media campaigns that marketers have been utilizing in order to improve ROI, and illustrates the increasing prevalence of these unconventional approaches. A typology is presented and the managerial implications of entrepreneurial social media marketing campaigns are explored.

download full article (pdf)
Can Uslay

Can Uslay

Rutgers Business School

Can Uslay is an Associate Professor and the Vice Dean for Academic Programs and Innovations at Rutgers Business School, Newark and New Brunswick. He received his MBA and Ph.D. from the Georgia Institute of Technology. His research interests lie broadly within marketing...

Learn More > Visit Author’s Page at university site >

Related articles


Consumer Behavior

Paths to Purchase: The Seven Steps of Customer Purchase Journey Mapping

by Barry Berman

A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process.

read more
Illustration of a mobile phones with lines and dots connecting different app icons

Big Data


Social Media

(When) Can Social Media Buzz Data Replace Traditional Surveys for Sales Forecasting?

by Yuying Shi, Ekaterina (Kate) Karniouchina, Can Uslay

Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...

read more
A Businessman holding a tablet device with tech symbols on it
Book icon

Print Edition

Learn More
Rutgers University

About Rutgers Business Review

About Us