Maximizing Commerce and Marketing Strategies through Micro-Blogging, 1st Edition

  • Janée N. Burkhalter
  • Published By: Business Science Reference
  • ISBN-10: 1466684097
  • ISBN-13: 9781466684096
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 354 Pages | eBook
  • Original Copyright 2015 | Published/Released March 2016
  • This publication's content originally published in print form: 2015

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The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business's strategy. MAXIMIZING COMMERCE AND MARKETING STRATEGIES THROUGH MICRO-BLOGGING examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business 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.
Editorial Advisory Board.
List of Reviewers.
Table of Contents.
Detailed Table of Contents.
1: Marketing with Twitter:Challenges and Opportunities.
2: Corporate Communicative Engagement in Micro-Blogging:Cross-Cultural Analysis of Weibo and Twitter.
3: The Role of Micro-Blogging in Responding to Corporate Controversy.
4: Engaging Consumers via TwitterThree Successful Communicative Strategies.
Customer Service.
5: Tweeting for Service: Twitter as a Communication Channel for Customer Service.
6: Customer Service on Twitter: Company-Customer Expectations and Service Configurations.
7: Tourism Services, Micro-Blogging, and Customer Feedback: A Tourism Provider Perspective.
Managing Capital.
8: Whom to Trust for Financial Advice? The Quality of Stock Recommendations on Twitter.
9: Legal Implications of Utilizing Micro-Blogs in Employment Practices: A Guide for Business and Marketing Professionals.
10: Integration of Micro-Blogs into the Human Resource Management (HRM) Areas of Recruitment and Selection.
11: Perceptions of Risks of Non-Advertising Uses of Micro-Blogging within Small to Medium Enterprises.
Insights and Metrics.
12: Twitter Data Acquisition and Analysis: Methodology and Best Practice.
13: Micro-Blogging as Generator of Market Insights and Competitive Intelligence.
14: Benchmarking Micro Blog Performance: Twitter Content Classification Framework.
Compilation of References.
About the Contributors.