The Role of Social Media in Creativity Management in Advertising Agencies

Andrea Rubik

OAI: oai:igi-global.com:296583 • DOI: 10.4018/IJESMA.296583

Social media has changed traditional advertising, driving, expanding, and shaping creativity in an advertising agency and challenging its existing creativity management. As such, it represents one of the most transformative impacts of information technology on advertising agency business and its management. Social media has altered dramatically the ways organizations relate to the markets and society, creating a new world of possibilities and challenges many aspects of an advertising agency, from organization and operations to innovation and creativity management. Furthermore, it outlines a broad research agenda for understanding the relationships among social media, advertising agencies, and creativity management. The goal of the paper is to propose the framework featuring the role of social media in creativity management and the connection with the creative process and successful management of an advertising agency. The contribution of this paper is the exploration of the social media role in advancing creativity management in advertising agencies.

Electronic Services & Service Science Business and Management Electronic Services