Handbook of Research on Integrating Social Media into Strategic Marketing, 1st Edition

  • Nick Hajli
  • Published By: Business Science Reference
  • ISBN-10: 1466683546
  • ISBN-13: 9781466683549
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 399 Pages | eBook
  • Original Copyright 2015 | Published/Released March 2016
  • This publication's content originally published in print form: 2015

  • Price:  Sign in for price

About

Overview

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, business managers, and anyone interested in how social media fits into today's marketing environments.

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.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
Foreword.
Preface.
1: How Social Commerce Emerged: The Role of Social Word of Mouth – Social Commerce.
2: Co-Creating Brand Value through Social Commerce.
3: Online Sport Brand Communities: Sport Brand Communities.
4: Understanding the Use of Social Media for Employer Branding.
5: The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity.
6: Intellectual Property Rights and Social Media: Copyright in the Digital Era – Social Media and Copyrights.
7: Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms.
8: The Usage of Social Media in New Product Development Process: The Benefits and the Challenges.
9: On the Relationship between Online Social Support and Users' ontinuance Intention: Evidence from Social Network Sites.
10: The Neuroscience of Social Television.
11: Social Media and Higher Education: Direct and Indirect Marketing.
12: A Continuance Model for Optimized Participation in Virtual Communities.
13: Social Networking Sites and Marketing Strategies.
14: Understanding Customers' Behaviour through Web Data Mining Models.
15: Social Network Analysis Visualization:A Facebook Case Study.
16: Revisiting Information Systems Research in Nonprofit Context: (Non-)Adoption 2.0 in a Small Voluntary Club.
17: Customer Attitudes towards Internet Banking and Social Media on Internet Banking in the UK.
18: Distributed Leadership and Its Applications in Health Care Settings: Social Media Perspective.
19: Social Media and Marketing: The Evolution of Tottenham Hotspur Football Club.
20: Sports Marketing and Social Media.
21: Social Media Marketing.
Compilation of References.
About the Contributors.
Index.