Contemporary Issues in Social Media Marketing (eBook, ePUB)

Redaktion: Rishi, Bikramjit; Bandyopadhyay, Subir

• Format: ePub

Produktbeschreibung

In a short time span, social media has transformed the communication process among individuals and between organizations and individuals. The use of social media has impacted the way consumers live, buy and utilize products and services. Academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This book expertly bridges that void.

The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 348
• Erscheinungstermin: 28. Juli 2017
• Englisch
• ISBN-13: 9781317193982
• Artikelnr.: 48960032

Autorenporträt

Bikramjit Rishi is Associate Professor of Marketing at the Institute of Management Technology, Ghaziabad, India. Subir Bandyopadhyay is Professor of Marketing at the School of Business & Economics, Indiana University Northwest, USA.

Inhaltsangabe

TABLE OF CONTENTS

Chapter 1 Citizen relationship management by the Government of India through social media channels.

Rajan Gupta, Saibal Pal and Sunil K. Muttoo

Chapter 2 Academia goes social media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of higher education institutions and universities.



Andreas Kaplan



Chapter 3 Integrating community and relationship building into universities' social media marketing: Implications from a case study.



Jenny Hou



Chapter 4 Social media marketing for B2B: From information to decision to retention.



Roisin Vize and Monique Sherrett



Chapter 5 Social media stakeholder co-creation of celebrities as human brands.



Dave Centeno



Chapter 6 Social recruitment: Investing in social currency.



Arti Sharma and Arunava Ghosh



Chapter 7 The struggle of secrecy, safety, and security of Social Media and Smartphones



Ronald M. Zochalski, Jr.



Chapter 8 Creating, contributing and consuming behaviour: How rational and afffective appeals in social media facilitate engagement



Rebecca Dolan, Jodie Conduit and John Fahy



Chapter 9 Social media engagement and return on engagement.

Ritu Srivastava

Chapter 10 The consumer engagement/return on social media engagement interface: Development of a conceptual model.

Linda D. Hollebeek, Associate Professor, Montpellier Business School/NHH Norwegian School of Economics

Chapter 11 An unexpected journey: The influence of social media on consumer decision-making.

Wolgang Weitzl and Clemens Hutzinger

Chapter 12 Network based choice formation: A review in the context of online communities.



Shameek Sinha and Sreyaa Guha



Chapter 13 Creepy and intrusive: A consumers' perspective of online personalized advertisements.

Arlonda Stevens and Casey Newmeyer

Chapter 14 Social media measurement and monitoring.



Mudra Mukesh and Anand Rao



Chapter 15 Attitude towards brands and advertisements: Qualitative and thematic analysis of social media data.



Emmanuel Mogaji and Temitope Farinloye



Chapter 16 Strategizing social media presence.



Francesca Pucciarelli



Chapter 17 Salient role and centrality of trust in social media marketing.



Anil Bhat and Nirankush Datta



Chapter 18 Trust relationships in social networks: A typology of strategies for communication between companies and their consumers.



Zandra Balbinot and Sandrine Prom Tep



Chapter 19 Like-influencer framework: A study of factors influencing click of `Like' option by users on Facebook.



Rashmi Sharma



Chapter 20 Mechanisms for incentivizing and encouraging online social interactions - an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour.

William Feitosa

Chapter 21 The rise of social media: Implications for emerging markets



Ogechi Adeola



Chapter 22 Profiling youth on the basis of their motivations for social media political participation: Implications for political marketers.



Devinder Pal Singh



Chapter 23 Privacy and information trading on social media applications.



Sandhya Narayanan and Richa Agrawal