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Tredinnick, Luke and Laybats, Clare (2017) The underdog effect and social media. Business Information Review, 32 (4). pp. 200-202. ISSN 1741-6450
Social media platforms have removed many of the entry barriers for global communications and global brand marketing. It is as easy to create and manage a twitter feed if you are a micro-organisation as it is if you are a global player. In the social media sphere the political outsider can compete on a par with the frontrunners. What is needed are the skills to craft a message that appeals within the social media sphere. But removing barriers to entry does not necessarily level the existing playing field: it sometimes tilts the field against the established players.
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