Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, 1st Edition

  • Gordon Bowen
  • Published By: Business Science Reference
  • ISBN-10: 1466665963
  • ISBN-13: 9781466665965
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 313 Pages | eBook
  • Original Copyright 2015 | Published/Released March 2016
  • This publication's content originally published in print form: 2015

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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, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in This Series.
Editorial Advisory Board.
List of Reviewers.
Table of Contents.
Detailed Table of Contents.
Context: Mediated Marketing Theory and Social Media.
1: Social Media and Online Brand Communities.
2: Digital Governance and Social Media Engagement.
3: Brand Trust in Offline and Online Environments: Lessons for Social Media.
4: Consumer Attitudes Toward Online Video Game Purchases.
Social Landscape and Marketing Development.
5: Social Media and SMEs in Transition Countries.
6: What Social Media Marketing Content Is Best to Engage Consumers? A Content Analysis of Facebook Brand Pages.
7: Interactivity: The Concept and Its Dimensions.
8: Stakeholder Interaction for Sustainability: The Impact of Social Media on Nigeria's Oil and Gas Industry.
Converging Practices: Compelling Brand Positioning and Social Media Affordances.
9: Social Media and Customer Retention: Implications for the Luxury Beauty Industry.
10: Defining the Role of Social Media as a Contemporary Local Area Marketing Technique in Franchising.
11: Social Media and Its Implications for Marketing Communications.
12: Facets and Dimensions of Online Social Gambling: Refining Tools for Marketing Communications.
13: Mobile Phone Purchases and the Consumer Decision-Making Process: The Role of Facebook Online Advertising.
Compilation of References.
About the Contributors.