Contemporary issues in social media marketing / edited by Bikramjit Rishi and Subir Bandyopadhyay.
| Author/creator | Rishi, Bikramjit, 1978- author. |
| Other author | Bandyopadhyay, Subir, 1958- author. |
| Format | Electronic |
| Publication | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2018. |
| Description | 1 online resource |
| Supplemental Content | ProQuest Ebook Central |
| Subjects |
| Contents | Citizen relationship management by the Government of India through social media channels / Rajan Gupta, Saibal Pal and Sunil K. Muttoo -- Academia goes social media, MOOC, SPOC, SMOC and SSOC : the digital transformation of higher education institutions and universities / Andreas Kaplan -- Integrating community and relationship building into universities' social media marketing : implications from a case study / Jenny Hou -- Social media marketing for B2B : from information to decision to retention / Roisin Vize and Monique Sherrett -- Social media stakeholder co-creation of celebrities as human brands / Dave Centeno -- Social recruitment : investing in social currency / Arti Sharma and Arunava Ghosh -- The struggle of the secrecy, safety and security of social media and smartphones / Ronald M. Zochalski, Jr -- Creating, contributing and consuming behaviour : how rational and affective appeals in social media facilitate engagement / Rebecca Dolan, Jodie Conduit and John Fahy -- Social media engagement and return on engagement / Ritu Srivastava -- The consumer engagement/return on social media engagement interface : development of a conceptual model / Linda D. Hollebeek and Birgit A. A. Solem -- An unexpected journey : the influence of social media on consumer decision-making / Wolgang Weitzl and Clemens Hutzinger -- Network based choice formation : a review in the context of online communities / Shameek Sinha and Sreyaa Guha -- Creepy and intrusive : a consumer's perspective of online personalized communications / Arlonda Stevens and Casey Newmeyer -- Social media measurement and monitoring / Mudra Mukesh and Anand Rao -- Attitudes towards brands and advertisements : qualitative and thematic analysis of social media data / Emmanuel Mogaji and Temitope Farinloye -- Strategizing social media presence / Francesca Pucciarelli -- Salient role and centrality of trust in social media marketing / Anil Bhat and Nirankush Datta -- Trust relationships in social networks : a typology of strategies for communication between companies and their consumers / Zandra Balbinot and Sandrine Prom Tep -- Like-influencer framework : a study of factors influencing click of 'Like' option by users on Facebook / Rashmi Sharma -- Mechanisms for incentivizing and encouraging online social interactions -- an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour / William Feitosa and Delane Botelho -- The rise of social media : implications for emerging markets / Ogechi Adeola -- Profiling youth on the basis of their motivations for social media political participation : implications for political marketers / Devinder Pal Singh -- Privacy and information trading on social media applications / Sandhya Narayanan and Richa Agrawal. |
| Abstract | In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, 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 new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world's leading specialists in the area. Topics include: " The consumer journey in a social media world " Social media and customer relationship management (CRM) " Social media marketing goals and objectives " Social media and recruitment " Microblogging strategy And many more. 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. The book will also become a reference resource for those organizations which want to use social media marketing for their brands. |
| Bibliography note | Includes bibliographical references and index. |
| Source of description | Description based on print version record and CIP data provided by publisher; resource not viewed. |
| Issued in other form | Print version: Rishi, Bikramjit, 1978- author. Contemporary issues in social media marketing Milton Park, Abingdon, Oxon ; New York : Routledge, 2018 9781138679177 |
| Genre/form | Electronic books. |
| LCCN | 2017015181 |
| ISBN | 9781315563312 (ebk) |
| ISBN | 1315563312 |
| ISBN | (hbk) |
| ISBN | (pbk) |
| ISBN | (hardcover) |
| ISBN | (paperback) |
| Stock number | 1023940 MIL |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |