In Part II of the Roundtable on Social Media and Advertising, academic and industry participants met in San Francisco to discuss where, how, and why social media have become central to advertisers' work in the last fifteen years. The conversation focused on how brands build relationships with consumers through social media, how brands cultivate their identities, how individuals construct identities through consumption and brand loyalties, and how advertising often relies on emotional connectivity. Ultimately, participants concurred that the relationship between social media and advertising is multi-dimensional, highly complex, and still not completely understood. In the end, participants described the Roundtable as focusing mainly on the positive and optimistic side of social media and advertising, which begs for further discussion about their limits, dangers, and dark sides.

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