{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T15:34:11Z","timestamp":1781105651223,"version":"3.54.1"},"reference-count":27,"publisher":"IGI Global Scientific Publishing","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2017,4]]},"abstract":"<jats:p>High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long \u2013 term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client \u2013 agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client \u2013 agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.<\/jats:p>","DOI":"10.4018\/ijom.2017040102","type":"journal-article","created":{"date-parts":[[2017,5,3]],"date-time":"2017-05-03T11:29:06Z","timestamp":1493810946000},"page":"23-41","source":"Crossref","is-referenced-by-count":2,"title":["An Evaluation of the Effects of Social Media on Client"],"prefix":"10.4018","volume":"7","author":[{"given":"Kristina Krasimirova","family":"Dimitrova","sequence":"first","affiliation":[{"name":"Birmingham City University, Birmingham, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Steve","family":"MacKay","sequence":"additional","affiliation":[{"name":"Birmingham City University, Birmingham, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2017040102-0","unstructured":"American Agent & Broker. (in press). Execs Say \u201cNo\u201d to Facebook Friending."},{"key":"IJOM.2017040102-1","doi-asserted-by":"publisher","DOI":"10.1108\/02637471011051282"},{"key":"IJOM.2017040102-2","doi-asserted-by":"crossref","unstructured":"Cater, B. & Zabkar, V. (2009). Antecedents and Consequences of Commitment in Marketing Research Services: The Client\u2019s Perspective. Journal of Industrial Marketing Management, (38), 785 \u2013 797.","DOI":"10.1016\/j.indmarman.2007.10.004"},{"key":"IJOM.2017040102-3","unstructured":"TechCrunch. (2015). How Facebook at Work Could Shrink Faceless Enterprises. Retrieved from http:\/\/techcrunch.com\/2015\/01\/14\/making-any-corporation-a-startup-again\/"},{"key":"IJOM.2017040102-4","doi-asserted-by":"publisher","DOI":"10.1177\/0163443712468605"},{"key":"IJOM.2017040102-5","doi-asserted-by":"publisher","DOI":"10.1080\/714005026"},{"issue":"5","key":"IJOM.2017040102-6","first-page":"76","article-title":"Agency theory as a framework for advertising compensation decisions.","volume":"33","author":"R. S.Ellis","year":"1993","journal-title":"Journal of Advertising Research"},{"key":"IJOM.2017040102-7","unstructured":"FierceMobileIT. (2014). IDC\u2019s Social Business Survey Shows Dramatic Change in Terms of How We Work, Commect with Employees, Customers, Partners and Suppliers. Retrieved from http:\/\/www.fiercemobileit.com\/press-releases\/idcs-2014-social-business-survey-shows-dramatic-change-terms-how-we-work-co"},{"key":"IJOM.2017040102-8","doi-asserted-by":"publisher","DOI":"10.1109\/LISAT.2010.5478285"},{"key":"IJOM.2017040102-9","doi-asserted-by":"crossref","unstructured":"Haytko, D. (2004). Firm-to-Firm and Interpersonal Relationships: Perspectives from Advertising Agency Account Managers. Academy of Marketing Science Journal, (32), 312 \u2013 328.","DOI":"10.1177\/0092070304264989"},{"key":"IJOM.2017040102-10","doi-asserted-by":"crossref","unstructured":"Jussila, J. J., K\u00e4rkk\u00e4inen, H., & Aramo-Immonen, H. (2013). Social Media Utilization in Business-to-Business Relationships of Technology Industry Firms. Computers in Human Behaviour, (30), 606 \u2013 613.","DOI":"10.1016\/j.chb.2013.07.047"},{"key":"IJOM.2017040102-11","unstructured":"Kangas, P. (2007). \u201cAds by Google\u201d and Other Social Media Business Models. VTT Tiedotteita \u2013 Research Notes, 2384, 59."},{"key":"IJOM.2017040102-12","unstructured":"Keynote. (2012). Advertising Agencies Market Report. Retrieved from https:\/\/www.keynote.co.uk\/market-intelligence\/view\/product\/10556\/advertising-agencies\/chapter\/4\/strategic-overview?highlight=marketing%20agencies"},{"key":"IJOM.2017040102-13","doi-asserted-by":"publisher","DOI":"10.1016\/j.istr.2010.09.001"},{"key":"IJOM.2017040102-14","doi-asserted-by":"crossref","unstructured":"Leftheriotis, I. & Giannakos, M. (2013). Using Social Media for Work: Losing Your Time or Improving Your Work? Computers in Human Behaviour, (31), 134 \u2013 142.","DOI":"10.1016\/j.chb.2013.10.016"},{"key":"IJOM.2017040102-15","author":"E.Levin","year":"2011","journal-title":"Clients\u2019 expectations of their advertising agencies: creativity and relationship management"},{"key":"IJOM.2017040102-16","unstructured":"Meenaghan, T., & Patton, B. (1995). Marketing Communications in Ireland. Dublin: Oak tree Press."},{"key":"IJOM.2017040102-17","doi-asserted-by":"publisher","DOI":"10.2307\/1252308"},{"key":"IJOM.2017040102-18","unstructured":"Murray, R. (2009). An Evaluation of Client-Advertising Agency Relationships Within the UK. Unpublished undergraduate dissertation, Birmingham City University, Birmingham, United Kingdom"},{"key":"IJOM.2017040102-19","author":"M.Saunders","year":"2012","journal-title":"Research Methods for Business Students"},{"key":"IJOM.2017040102-20","unstructured":"TechTarget. (2016). Mobile Messaging for the enterprise. Retrieved from http:\/\/searchmobilecomputing.techtarget.com\/feature\/Mobile-messaging-for-the-enterprise"},{"key":"IJOM.2017040102-21","unstructured":"The Drum. (2016). Facebook at Work Banks 100,000 RBS Users in Prep for 2016 Launch. Retrieved from http:\/\/www.thedrum.com\/news\/2015\/10\/26\/facebook-work-banks-100000-rbs-users-prep-2016-launch"},{"issue":"6","key":"IJOM.2017040102-22","first-page":"21","article-title":"Developing an Advertising Agency \u2013 Client Relationship.","volume":"26","author":"Wackman","year":"1986\/1987","journal-title":"Journal of Advertising Research"},{"key":"IJOM.2017040102-23","unstructured":"Wall Street Journal. (2015). Facebook at Work Hits App Stores. Retrieved from http:\/\/blogs.wsj.com\/digits\/2015\/01\/14\/facebook-at-work-hits-app-stores\/"},{"key":"IJOM.2017040102-24","author":"D.Waller","year":"2004","journal-title":"Developing an account-management lifecycle for advertising agency-client relationships"},{"key":"IJOM.2017040102-25","doi-asserted-by":"publisher","DOI":"10.1108\/03090569610130089"},{"key":"IJOM.2017040102-26","unstructured":"Wilson, M. (2010). Advertising Services in Australia, IBISWorld Industry Report."}],"container-title":["International Journal of Online Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=181556","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,5,6]],"date-time":"2022-05-06T02:24:16Z","timestamp":1651803856000},"score":1,"resource":{"primary":{"URL":"http:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJOM.2017040102"}},"subtitle":["Advertising Agency Relationships in the UK"],"short-title":[],"issued":{"date-parts":[[2017,4]]},"references-count":27,"journal-issue":{"issue":"2"},"URL":"https:\/\/doi.org\/10.4018\/ijom.2017040102","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"value":"2156-1753","type":"print"},{"value":"2156-1745","type":"electronic"}],"subject":[],"published":{"date-parts":[[2017,4]]}}}