Social Media In The Marketing Context

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Social Media in the Marketing Context

Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Social Media in the Marketing Context Book PDF

Author : Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Publisher : Chandos Publishing
Page : 182 pages
File Size : 40,7 Mb
Release : 2016-09-30
Category : Computers
ISBN : 9780081017579

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Social Media in the Marketing Context by Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade Pdf

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

Digital and Social Media Marketing

Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Digital and Social Media Marketing Book PDF

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 51,5 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Contemporary Issues in Social Media Marketing

Bikramjit Rishi,Subir Bandyopadhyay
Contemporary Issues in Social Media Marketing Book PDF

Author : Bikramjit Rishi,Subir Bandyopadhyay
Publisher : Routledge
Page : 328 pages
File Size : 52,7 Mb
Release : 2017-07-28
Category : Business & Economics
ISBN : 9781317193982

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Contemporary Issues in Social Media Marketing by Bikramjit Rishi,Subir Bandyopadhyay Pdf

In a short time span, 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 has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters 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, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Marketing in Context

Chris Hackley
Marketing in Context Book PDF

Author : Chris Hackley
Publisher : Springer
Page : 282 pages
File Size : 51,9 Mb
Release : 2013-11-14
Category : Business & Economics
ISBN : 9781137297112

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Marketing in Context by Chris Hackley Pdf

The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Advanced Social Media Marketing

Tom Funk
Advanced Social Media Marketing Book PDF

Author : Tom Funk
Publisher : Apress
Page : 246 pages
File Size : 49,7 Mb
Release : 2014-03-01
Category : Business & Economics
ISBN : 9781430244080

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Advanced Social Media Marketing by Tom Funk Pdf

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

Social Media in a B2B Context

Vassilia Adamantidou
Social Media in a B2B Context Book PDF

Author : Vassilia Adamantidou
Publisher : GRIN Verlag
Page : 41 pages
File Size : 47,7 Mb
Release : 2018-09-06
Category : Business & Economics
ISBN : 9783668791503

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Social Media in a B2B Context by Vassilia Adamantidou Pdf

Bachelor Thesis from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Cologne (Wirtschaftswissenschaftliche Fakultät), course: Marketing, language: English, abstract: Social media has now been around for a decade and it is commonly used for private pur- poses and in consumer brand companies. But even though it offers great potential, the usage in the business-to-business sector is still less frequent in comparison to the busi- ness-to-consumer markets. Industrial managers seem to have limited understanding and struggle with implementation of strategies and successful use of social media in their corporation. Also in the literature, social media cases regarding the business-to-business context have only received little attention. Therefore, this thesis will show the concept of social media in this specific context by investigating factors that determine the adoption of social media in business-to-business organizations. The thesis points out how social media is used and what content is shared in the organization’s innovation process, in collaboration and communication with customers and partners, and in the marketing and sales department. The analysis shows that social media in the business-to-business sector is rather used for relationship building and as an information exchange platform. The thesis also shows what outcomes can result from social media usage and that it is benefi- cial for industrial firms to be active on social media. To eliminate barriers and realize social media’s potential, we identify managerial implications to successfully implement social media in the business-to-business sector.

Handbook of Research on Integrating Social Media into Strategic Marketing

Hajli, Nick
Handbook of Research on Integrating Social Media into Strategic Marketing Book PDF

Author : Hajli, Nick
Publisher : IGI Global
Page : 440 pages
File Size : 54,6 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683549

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Handbook of Research on Integrating Social Media into Strategic Marketing by Hajli, Nick Pdf

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.

The Social Media Marketing Book

Dan Zarrella
The Social Media Marketing Book Book PDF

Author : Dan Zarrella
Publisher : "O'Reilly Media, Inc."
Page : 245 pages
File Size : 40,7 Mb
Release : 2009-11-13
Category : Computers
ISBN : 9781449383107

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The Social Media Marketing Book by Dan Zarrella Pdf

Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators Praise for The Social Media Marketing Book: "Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com "If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0

Social Media: The Good, the Bad, and the Ugly

Yogesh K. Dwivedi,Matti Mäntymäki,M.N. Ravishankar,Marijn Janssen,Marc Clement,Emma L. Slade,Nripendra P. Rana,Salah Al-Sharhan,Antonis C. Simintiras
Social Media The Good the Bad and the Ugly Book PDF

Author : Yogesh K. Dwivedi,Matti Mäntymäki,M.N. Ravishankar,Marijn Janssen,Marc Clement,Emma L. Slade,Nripendra P. Rana,Salah Al-Sharhan,Antonis C. Simintiras
Publisher : Springer
Page : 730 pages
File Size : 41,6 Mb
Release : 2016-08-22
Category : Computers
ISBN : 9783319452340

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Social Media: The Good, the Bad, and the Ugly by Yogesh K. Dwivedi,Matti Mäntymäki,M.N. Ravishankar,Marijn Janssen,Marc Clement,Emma L. Slade,Nripendra P. Rana,Salah Al-Sharhan,Antonis C. Simintiras Pdf

This book constitutes the refereed conference proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2016, held in Swansea, UK, in September 2016 The 47 full and 17 short papers presented were carefully reviewed and selected from 90 submissions. They are organized in the following topical sections: social media strategy and digital business; digital marketing and customer relationship management; adoption and diffusion; information sharing on social media; impression, trust, and risk management; data acquisition, management and analytics; e-government and civic engagement; e-society and online communities.

ECSM2015-Proceedings of the 2nd European Conference on Social Media 2015

Dr Paula Peres,Dr Anabela Mesquita
ECSM2015 Proceedings of the 2nd European Conference on Social Media 2015 Book PDF

Author : Dr Paula Peres,Dr Anabela Mesquita
Publisher : Academic Conferences Limited
Page : 686 pages
File Size : 43,9 Mb
Release : 2015-07-06
Category : Social media
ISBN : 9781910810316

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ECSM2015-Proceedings of the 2nd European Conference on Social Media 2015 by Dr Paula Peres,Dr Anabela Mesquita Pdf

Complete proceedings of the 2nd European Conference on Social Media Porto Portugal Published by Academic Conferences and Publishing International Limited

Social Computing and Social Media: Design, User Experience and Impact

Gabriele Meiselwitz
Social Computing and Social Media Design User Experience and Impact Book PDF

Author : Gabriele Meiselwitz
Publisher : Springer Nature
Page : 694 pages
File Size : 53,9 Mb
Release : 2022-06-16
Category : Computers
ISBN : 9783031050619

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Social Computing and Social Media: Design, User Experience and Impact by Gabriele Meiselwitz Pdf

This two-volume set LNCS 13315 and 13316 constitutes the refereed proceedings of the 14th International Conference on Social Computing and Social Media, SCSM 2022, held as part of the 24rd International Conference, HCI International 2022, which took place in June-July 2022. Due to COVID-19 pandemic the conference was held virtually. The total of 1276 papers and 275 posters included in the 40 HCII 2022 proceedings volumes was carefully reviewed and selected from 5583 submissions. The papers of SCSM 2022, Part I, are organized in topical sections named: design and user experience in social media and social live streaming; text analysis and AI in social media; social media impact on society and business.

The Context Marketing Revolution

Mathew Sweezey
The Context Marketing Revolution Book PDF

Author : Mathew Sweezey
Publisher : Harvard Business Press
Page : 178 pages
File Size : 46,7 Mb
Release : 2020-03-24
Category : Business & Economics
ISBN : 9781633694033

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The Context Marketing Revolution by Mathew Sweezey Pdf

In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

The Cluetrain Manifesto

Rick Levine
The Cluetrain Manifesto Book PDF

Author : Rick Levine
Publisher : Pitman Pub Limited
Page : 188 pages
File Size : 55,6 Mb
Release : 2000
Category : Business & Economics
ISBN : 0273650238

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The Cluetrain Manifesto by Rick Levine Pdf

Expanding on ideas and insights first nailed up on the Web, The Cluetrain Manifesto both signals and explores a sea change already nearing flood tide in today's wired world. Through the Internet, people are discovering new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter than most companies. Whether management understands it or not, networked employees are an integral part of these borderless conversations. Today, customers and employees are communicating with each other in language that is natural, open, direct and often funny. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.

The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry

Tanya Boguslavskaya
The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry Book PDF

Author : Tanya Boguslavskaya
Publisher : GRIN Verlag
Page : 20 pages
File Size : 44,6 Mb
Release : 2016-03-16
Category : Business & Economics
ISBN : 9783668174863

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The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry by Tanya Boguslavskaya Pdf

Scientific Essay from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10 out of 10, , language: English, abstract: Targeting has proven to be more effective than the standard run-of-network advertising. However, primarily due to the vast aggregation of consumer data, it arouses certain privacy concerns among internet users. This study proposes the necessity of digital advertising regulation by the means of allowing consumers to opt out of online tracking. It is also argued that such regulations will not affect the advertising industry in a negative way due to the existence of the privacy paradox.

Cross-Cultural Social Media Marketing

Emi Moriuchi
Cross Cultural Social Media Marketing Book PDF

Author : Emi Moriuchi
Publisher : Emerald Group Publishing
Page : 154 pages
File Size : 51,9 Mb
Release : 2021-06-22
Category : Business & Economics
ISBN : 9781838671778

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Cross-Cultural Social Media Marketing by Emi Moriuchi Pdf

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.