Social Media in the Marketing Context

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

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  • Author : Cherniece J. Plume
  • Publisher : Chandos Publishing
  • Pages : 182 pages
  • ISBN : 008101757X
  • Rating : 4/5 from 21 reviews
CLICK HERE TO GET THIS BOOKSocial Media in the Marketing Context

Social Media in the Marketing Context

Social Media in the Marketing Context
  • Author : Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
  • Publisher : Chandos Publishing
  • Release : 30 September 2016
GET THIS BOOKSocial Media in the Marketing Context

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in

Electronic Word of Mouth (eWOM) in the Marketing Context

Electronic Word of Mouth (eWOM) in the Marketing Context
  • Author : Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams
  • Publisher : Springer
  • Release : 15 February 2017
GET THIS BOOKElectronic Word of Mouth (eWOM) in the Marketing Context

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future

Social Media Marketing

Social Media Marketing
  • Author : Githa Heggde,G. Shainesh
  • Publisher : Springer
  • Release : 08 February 2018
GET THIS BOOKSocial Media Marketing

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing

Social Media: The Good, the Bad, and the Ugly

Social Media: The Good, the Bad, and the Ugly
  • Author : Yogesh K. Dwivedi,Matti Mäntymäki,M.N. Ravishankar,Marijn Janssen,Marc Clement,Emma L. Slade,Nripendra P. Rana,Salah Al-Sharhan,Antonis C. Simintiras
  • Publisher : Springer
  • Release : 22 August 2016
GET THIS BOOKSocial Media: The Good, the Bad, and the Ugly

This book constitutes the refereed conference proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2016, held in Swansea, UK, in September 2016 The 47 full and 17 short papers presented were carefully reviewed and selected from 90 submissions. They are organized in the following topical sections: social media strategy and digital business; digital marketing and customer relationship management; adoption and diffusion; information sharing on social media; impression, trust, and risk management; data acquisition, management and analytics; e-government and civic

Digital and Social Media Marketing

Digital and Social Media Marketing
  • Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
  • Publisher : Springer Nature
  • Release : 11 November 2019
GET THIS BOOKDigital and Social Media Marketing

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach

The Context Marketing Revolution

The Context Marketing Revolution
  • Author : Mathew Sweezey
  • Publisher : Harvard Business Press
  • Release : 24 March 2020
GET THIS BOOKThe Context Marketing Revolution

In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities
  • Author : Bowen, Gordon
  • Publisher : IGI Global
  • Release : 31 October 2014
GET THIS BOOKComputer-Mediated Marketing Strategies: Social Media and Online Brand Communities

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research,

Contemporary Issues in Social Media Marketing

Contemporary Issues in Social Media Marketing
  • Author : Bikramjit Rishi,Subir Bandyopadhyay
  • Publisher : Routledge
  • Release : 28 July 2017
GET THIS BOOKContemporary Issues in Social Media Marketing

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

Marketing in Context

Marketing in Context
  • Author : Chris Hackley
  • Publisher : Springer
  • Release : 14 November 2013
GET THIS BOOKMarketing in Context

The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Emerging Markets from a Multidisciplinary Perspective

Emerging Markets from a Multidisciplinary Perspective
  • Author : Yogesh K. Dwivedi,Nripendra P. Rana,Emma L. Slade,Mahmud A. Shareef,Marc Clement,Antonis C. Simintiras,Banita Lal
  • Publisher : Springer
  • Release : 11 April 2018
GET THIS BOOKEmerging Markets from a Multidisciplinary Perspective

This book examines prominent issues in the Emerging Markets (EM) from a variety of disciplines in order to make useful societal contributions through knowledge exchange. EMs offer enormous opportunities, but realizing them is both challenging and risky due to inherent uncertainties of such markets. EM’s also have unique characteristics that makes them different from developed countries. This causes implications for both theory and practice. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world.

Advances in Intelligent Systems and Computing IV

Advances in Intelligent Systems and Computing IV
  • Author : Natalya Shakhovska,Mykola O. Medykovskyy
  • Publisher : Springer Nature
  • Release : 01 November 2019
GET THIS BOOKAdvances in Intelligent Systems and Computing IV

This book reports on new theories and applications in the field of intelligent systems and computing. It covers computational and artificial intelligence methods, as well as advances in computer vision, current issues in big data and cloud computing, computation linguistics, and cyber-physical systems. It also reports on important topics in intelligent information management. Written by active researchers, the respective chapters are based on selected papers presented at the XIV International Scientific and Technical Conference on Computer Science and Information Technologies (

Marketing and Smart Technologies

Marketing and Smart Technologies
  • Author : José Luís Reis,Marc K. Peter,Ricardo Cayolla,Zorica Bogdanović
  • Publisher : Springer Nature
  • Release : 14 March 2022
GET THIS BOOKMarketing and Smart Technologies

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Handbook of Research on Effective Advertising Strategies in the Social Media Age
  • Author : Ta?k?ran, Nurdan Öncel
  • Publisher : IGI Global
  • Release : 28 February 2015
GET THIS BOOKHandbook of Research on Effective Advertising Strategies in the Social Media Age

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers,

Handbook of Research on Integrating Social Media into Strategic Marketing

Handbook of Research on Integrating Social Media into Strategic Marketing
  • Author : Hajli, Nick
  • Publisher : IGI Global
  • Release : 30 April 2015
GET THIS BOOKHandbook of Research on Integrating Social Media into Strategic Marketing

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals,