Social Media Marketing: Breakthroughs in Research and Practice, 1st Edition

  • Published By: Business Science Reference
  • ISBN-10: 1522556389
  • ISBN-13: 9781522556381
  • DDC: 651.8
  • Grade Level Range: College Freshman - College Senior
  • 1572 Pages | eBook
  • Original Copyright 2018 | Published/Released October 2018
  • This publication's content originally published in print form: 2018

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About

Overview

In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. This title contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Other Frontmatter.
List of Contributors.
Table of Contents.
Preface.
Adoption, Implementation, and Strategy.
1: The Emergence of Social Media as a Contemporary Marketing Practice.
2: Using Social Media Marketing for Competitive Advantage.
3: Social Networking Sites and Marketing Strategies.
4: Developing Marketing Strategy on Social Networks.
5: Marketing and Social Media.
6: Social Media as an Advertisement Tool: Strategical Need of Being More Experiential.
7: Mastering Social Media in the Modern Business World.
8: Does Social Media Marketing Improve Business Performance?.
9: Developing a Hierarchy Model for Selection of Social Media Manager.
10: Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique.
11: Storytelling and Narrative Marketing in the Era of Social Media.
12: Benefits of Using Social Media Commerce Applications for Businesses.
13: The Usage of Social Media in New Product Development Process: The Benefits and the Challenges.
14: Marketing on Tumblr: Where It Helps to Be Honest (And Weird).
15: Marketing With Twitter: Challenges and Opportunities.
16: Facebook Experience Is Different: An Empirical Study in Indian Context.
17: Examining the Role of WeChat in Advertising.
18: The Application of Instagram as a Promotional and Communication Tool by Productive Families in the Kingdom of Bahrain.
Branding, Consumer Engagement, and CRM.
19: Social Media Intelligence for Business.
20: Does Successful Social Media Marketing Affect Brand Value? An Empirical Investigation.
21: The Roles of Social Media Marketing and Brand Management in Global Marketing.
22: Determinants of Brand Recall in Social Networking Sites.
23: The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity.
24: Brands and Media Gatekeeping in the Social Media: Current Trends and Practices - An Exploratory Research.
25: Creating Brand Ambassadors: Strategic Online Engagement in a Nonprofit Association.
26: Brand Loyalty and Online Brand Communities: Is Brand Loyalty Being Strengthened Through Social Media?.
27: Advertising in the World of Social Media-Based Brand Communities.
28: The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community: Evidence From an SME.
29: Emotional Branding and Social Media: Positive and Negative Emotional Appeals.
30: Engaging Your Global Social Media Audience: AFramework for E-Retailers.
31: Using Social Media to Influence CRM and Loyalty: Case Study of Restaurant Industry.
32: The Role of Individual Behavior and Social Influence in Customer Relation Management.
33: The Impact of Social Relationships on Online Word-of-Mouth and Knowledge Sharing in Social Network Sites: An Empirical Study.
34: Gender Differences in Motivations to Use Social Networking Sites.
35: Purchase Intention of Males and Females Through Social Media.
36: Trust Management Issues in Social-Media Marketing.
37: Social Media and Customer Retention: Implications for the Luxury Beauty Industry.
38: Social Media, Customer Relationship Management, and Consumers’ Organic Food Purchase Behavior.
39: The Impact of Social Media on Customer Engagement With U.S. Banks.