- Citizen relationship management by government of india through social media channels / Rajan Gupta, University of Delhi, India, Saibal Pal, Defence Research & development Organization and Sunil K. Muttoo, University of Delhi, India -- Academia goes social media, mooc, spoc, smoc, and ssoc : the digital transformation of higher education institutions and universities / Andreas Kaplan, ESCP Europe -- Integrating relationships and community building into universities' social media marketing : implications from a case study / Jenny Hou, Massey University, New Zealand -- Social media marketing for b2b : from information to decision to retention / Roisin Vize, UCD Michael Smurfit Graduate Business School, Ireland and Monique Sherrett, University College, Dublin, Ireland -- Celebrities as human brands:an inquiry on stakeholder co-creation of brand identities / Dave Centeno, City University of Hong Kong & University of the Philippines -- Social recruitment : investing in social currency / Arti Sharma, IIM Indore and Arunava Ghosh, IIM Indore -- The struggle of secrecy, safety, and security of social media and smartphones / Ronald M. Zochalski, Jr., Indiana University Northwest -- Creating, contributing and consuming : how social media content facilitates customer's engagement behaviours / Rebecca Dolan, The University of Auckland, New Zealand, Jodie Conduit, The University of Adelaide, Australia and John Fahy, The University of Limerick, Ireland -- Social media engagement and return on engagement / Ritu Srivastava, MDI Gurgaon, India -- The consumer engagement/return on social media engagement interface : development of a conceptual model / Birgit A.A. Solem, University College of Southeast, Norway and Linda D. Hellebeek, The University of Auckland/NHH Norwegian School of Economics -- An unexpected journey : the influence of social media on consumer decision-making / Wolgang Weitzl, University of Vienna, Austria and Clemens Hutzinger, University of Innsbruck, Austria -- Network effects of dynamic social interactions on consumer choices in online communities : role of firm's strategic manipulation / Shameek Sinha, IE Business School, Madrid, Spain and Sreyaa Guha, IE Business School, Madrid, Spain -- Creepy and intrusive : a consumers' perspective of online personalized advertisements / Arlonda Stevens, Case Western Reserve University, USA and Casey Newmeyer, Case Western Researve University, USA -- Social media measurement and monitoring / Mudra Mukesh, University of Greenwich, UK and Anand Rao, Mindtree Ltd -- Attitude to brands and advertisement : qualitative and thematic analysis of social media data / Emmanuel Mogaji, University of Bedfordshire, UK and Temitope Farinloye, Questbury Research Services, UK -- Strategizing your social media presence / Francesca Pucciarelli, ESCP Europe, Turin, Italy -- Salient role and centrality of trust in social media marketing -- Anil bhat, bits pilani, india and nirankush datta, bits, pilani, india -- Trust relationships in social networks : a typology of strategies for communication between companies and their consumers / Zandra Balbinot, University of Quebec in Montreal and Sandrine Prom Tep, University of Quebec in Montreal -- Like-influencer framework : a study of factors influencing click of `like¿ option by users on facebook / Rashmi Sharma, Lal Bahadur Shastri Institute of Management Review, India -- Mechanisms for incentivizing and encouraging online social interactions : an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour / William Feitosa -- The rise of social media: implications for marketing in emerging markets' / Ogechi Adeola, Pan Atlantic University, Nigeria -- Profiling youth on the basis of their motivations for social media political participation : implications for political marketers / Devinder Pal Singh, Punjabi Univeristy, India -- Privacy and information trading in social media applications / Sandhya Narayanan and Dr. Richa Agrawal, Dept. of Management Studies, IIT Madras.
- Within a short period of time, 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 strategies. However, academic research on social media marketing has not kept pace with the practical applications and this hasa led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media Marketing provides the most cutting edge findings in social media marketing, through original writing from a range of the world's leading specialists in the area. Topics include: the consumer journey in a social media world, social media and customer relationship management (CRM), social media marketing goals and objectives, social media and recruitment, microblogging strategy, and many more. The book is ideal for students of social media marketing, social media marketing professionals, researchs and academics who are interested in knowing more about social media marketing. The book will also be a reference resource for those organizations that want to use social media marketing for their brands. -- from back cover.
- 9781138679177 (hardcover ; alkaline paper), 1138679178 (hardcover ; alkaline paper), 9781138679184 (paperback ; alkaline paper), and 1138679186 (paperback ; alkaline paper)
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 23111916