Value Branding With Social Media Marketing

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Social Media

Ankit Srivastava
Social Media Book PDF

Author : Ankit Srivastava
Publisher : BPB Publications
Page : 407 pages
File Size : 41,9 Mb
Release : 2019-09-19
Category : Computers
ISBN : 9789388176910

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Social Media by Ankit Srivastava Pdf

Marketing & Branding DESCRIPTION Before you invest your time in this book, you should find the answers to the following questions; How can this book help you get a job? Why not study online? Why this book? Ê Social Media Marketing and Digital Branding are one of the top 15 in-demand skills for getting a job in 2019-20, along with Content Marketing and Influencer Marketing. A complete module is dedicated to getting you a job. In this book, youÕll get a Career Guide for Digital Marketing Jobs, CV templates, Chapter-Wise Interview Questions, and a Guide on Personal Branding for getting better jobs. Completing this book will get you an exclusive certificate in Digital Campaign Design and will prepare you to directly appear for Facebookª, Twitterª, Hootsuiteª and HubSpotª certifications. While most online course and blogs concentrate on quick tips to use digital tools and platforms. KEY FEATURES Complete this book to earn an exclusive certificate in ÒDigital Campaign DesignÓ and ÒSocial Media MarketingÓ Prepare for Social Media Certification from Facebook, Twitter and more Digital Marketing Career Guide IncludedÊ Free Resume templates 45 Digitally Interactive ChaptersÊ 20+ Case Studies 160+ Chapter-wise Interview Questions Become Job ready in 4-weeks ! WHAT WILL YOU LEARN Book has 45 easy to grasp chapters grouped into 13 interactive modules dedicated to teaching you the step by step process of using digital platforms to develop successful marketing campaigns using effective advertising strategies based on consumer behaviour, segmentation, positioning, brand management, and the customer lifecycle. Live link case studies and process guides have been included for a hands-on learning experience. WHO THIS BOOK IS FOR You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents Social Media Marketing for Each Step of the Digital CustomerÕs Life Cycle ÊÊThe Digital Customer Life Cycle ÊÊPhases and Stages of the Customer Experience Funnel ÊÊÊDigital Ads (Part 1) ÊÊÊProgrammatic and Real Time Digital Ad Buying (How Digital Ads Work) ÊÊÊProgrammatic Bidding for ADS on Facebook ÊÊÊSetting up A Facebook & Instagram Ad Campaign ÊÊÊFacebook Ad Types ÊÊÊCreating Facebook AdÕs Creative and Copy ÊÊÊAd Reporting and Optimization ÊSegmentation ÊÊÊConvectional Segmentation ÊÊÊSegmenting Audience with Facebook ÊÊÊRemarketing with FacebookÕs Custom Audience ÊÊÊDigital Behavioral Segmentation Using Custom Audience ÊÊÊCreating Buyer Personas Digital Value and Marketing Message ÊÊÊUnique Digital Value Proposition ÊÊÊPerceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message ÊÊÊDesigning a Unique Digital Value Proposition Digital Media and Engagement ÊÊÊPaid, Earned, and Owned Media ÊÊÊSocial Media Engagement Content Marketing for Social Engagement and Story Telling ÊÊÊContent Marketing ÊÊÊUser-Generated Content ÊÊÊTransmedia Storytelling Digital Influence Driven Marketing ÊÊÊDigital Influence ÊÊÊInfluencer Marketing UI, UX, CX, and BX for Digital Marketing ÊÊÊUnderstanding UI, UX, CX and BX ÊÊÊCX and UX for Social Media Digital Brand Experience and Management ÊÊÊDigital Branding ÊÊÊBrand Promotors and Detractors Social Listening, Selling, Care, and Crisis ÊÊÊSocial Listening Social Selling ÊÊÊSocial Media for Customer Service, Support, and Delight ÊÊÊSetting Up Social Customer Care ÊÊÊManaging a Social Media Crisis Agile Testing for Social Media ÊÊÊA/B Testing ÊÊÊA/B Testing Facebook Ad Campaigns Digital Ads (Part 2) ÊÊÊLinkedin Ad Campaigns ÊÊÊInstagram Story Ads ÊÊÊSnapchat Ads ÊÊÊTwitter Ads ÊÊÊAdvertising on Pinterest, Quora, and Reddit ÊÊÊGDPR, Budgeting, and Behavioral Psychology Digital Career Guide ÊÊÊA Repository of Campaign Case Studies ÊÊÊJob Guide ÊÊÊResume Tips and Linkedin for Jobs ÊÊÊChapter-wise Interview Questions ÊÊÊCertifications

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 : 49,5 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.

Value Branding with Social Media Marketing

Casey Greenwood
Value Branding with Social Media Marketing Book PDF

Author : Casey Greenwood
Publisher : Unknown
Page : 134 pages
File Size : 41,9 Mb
Release : 2019-11-02
Category : Business & Economics
ISBN : 1647450365

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Value Branding with Social Media Marketing by Casey Greenwood Pdf

You will never be rich! You know how many people told me that? Just about every family member and friend I trusted. It was from this moment I made it a point to prove them wrong. Three years later I became a millionaire. I did what I told my family and friends, I would succeed. While I was building my personal brand, I realize it doesn't have to be difficult. Time is your most valuable commodity so why not learn from others who have success. In other words, stop doing random acts of marketing. Focus and put your time into learning what has led others to success. Upgrade your knowledge and approach with the groundbreaking strategies in this new book. Traditionally creating a marketing plan has been difficult and time-consuming. No longer will you suffer from this demise. You'll have a complete road map laid out in front of you. A simple step by step marketing plan to make your first thousand in a month. Best part, it doesn't matter if you've got zero experience or a few years under your belt. You'll come out with the social media marketing knowledge to propel your brand to new heights. In this revolutionary new book you'll discover: How you can use a YouTube channel with a few thousand subscribers to make more profit than a channel with over one million subscribers. How to save thousands with Facebook ads yet double your profits with the strategies used by Fortune 500 companies. How to make people recognize your brand as the logical choice in seconds and annihilate your competitors. How to take market shares by building a value brand and charge high prices on products or services while customers begging for more. The social media engagement strategies to get massive traffic and have customers say, "take my money". When you're ready to turn your business into a value brand with social media marketing then click buy now!

A Quick Start Guide to Social Media Marketing

Neil Richardson,Ruth M Gosnay
A Quick Start Guide to Social Media Marketing Book PDF

Author : Neil Richardson,Ruth M Gosnay
Publisher : Kogan Page Publishers
Page : 160 pages
File Size : 47,8 Mb
Release : 2010-09-03
Category : Business & Economics
ISBN : 9780749461928

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A Quick Start Guide to Social Media Marketing by Neil Richardson,Ruth M Gosnay Pdf

Fragmented markets, hyper-competition and over-supply means companies must add customer value. Using social networks as a key marketing tool can lead to improved customer satisfaction, better professional relationships and increased effectiveness. A Quick Start Guide to Social Media Marketing applies relevant marketing theory to the fast changing world of social networking. Written by experienced professionals, it covers all aspects of social media marketing, including the benefits of social media marketing, how to apply advertising, PR and sales promotion, ethical behaviour, how to add value for customers, how to use social networking sites to acquire, retain and satisfy customers and crucially, the future of social media marketing. For anybody who wants to learn about high-impact, low-cost social network marketing that works, this Quick Start Guide provides an understanding of the key concepts and principles as well as insights into how theories and tools work in actual business scenarios.

Strategic Innovative Marketing

Androniki Kavoura,Damianos P. Sakas,Petros Tomaras
Strategic Innovative Marketing Book PDF

Author : Androniki Kavoura,Damianos P. Sakas,Petros Tomaras
Publisher : Springer
Page : 764 pages
File Size : 48,9 Mb
Release : 2016-09-26
Category : Business & Economics
ISBN : 9783319338651

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Strategic Innovative Marketing by Androniki Kavoura,Damianos P. Sakas,Petros Tomaras Pdf

This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Kacy Kyungok Kim
Celebrating America s Pastimes Baseball Hot Dogs Apple Pie and Marketing Book PDF

Author : Kacy Kyungok Kim
Publisher : Springer
Page : 1006 pages
File Size : 52,9 Mb
Release : 2016-03-10
Category : Business & Economics
ISBN : 9783319266473

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Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? by Kacy Kyungok Kim Pdf

This book contains the full proceedings of the 2015 Academy of Marketing Science Annual Conference held in Denver, Colorado. Marketing has become ubiquitous: it doesn’t matter who you are, where you are or what you are doing, you cannot escape it. In these times of instantaneous news, information and entertainment, everyone is exposed to messages from the moment they awake until the minute they drift off to sleep. America spends the most money in the world on advertising and other marketing communication. So, it could be said that marketing is America’s pastime, as much so as the classics: baseball, hot dogs, and apple pie. Under the theme of “ Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing”, this volume discusses all of the good things that marketing can do. Showcasing research from academics, scholars and practitioners from around the world, this volume provides insight and strategies that will help marketers move forward and focus on the positive that marketing can provide to consumers, stakeholders and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Social Media Marketing

Githa Heggde,G. Shainesh
Social Media Marketing Book PDF

Author : Githa Heggde,G. Shainesh
Publisher : Springer
Page : 226 pages
File Size : 54,5 Mb
Release : 2018-02-08
Category : Business & Economics
ISBN : 9789811053238

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Social Media Marketing by Githa Heggde,G. Shainesh Pdf

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions

Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen
Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions Book PDF

Author : Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen
Publisher : Springer Nature
Page : 284 pages
File Size : 51,5 Mb
Release : 2022-09-30
Category : Business & Economics
ISBN : 9789811950179

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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions by Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen Pdf

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Cultural Strategy

Douglas Holt,Douglas Cameron
Cultural Strategy Book PDF

Author : Douglas Holt,Douglas Cameron
Publisher : Oxford University Press
Page : 404 pages
File Size : 53,9 Mb
Release : 2010-10-28
Category : Business & Economics
ISBN : 9780199587407

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Cultural Strategy by Douglas Holt,Douglas Cameron Pdf

How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.

How Brands Become Icons

D. B. Holt
How Brands Become Icons Book PDF

Author : D. B. Holt
Publisher : Harvard Business Press
Page : 282 pages
File Size : 45,8 Mb
Release : 2004-09-15
Category : Business & Economics
ISBN : 9781422163320

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How Brands Become Icons by D. B. Holt Pdf

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Dadwal, Sumesh Singh
Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Book PDF

Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 44,5 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337

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Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer by Dadwal, Sumesh Singh Pdf

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

The SAGE Handbook of Social Media Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Social Media Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 425 pages
File Size : 42,6 Mb
Release : 2022-06-16
Category : Business & Economics
ISBN : 9781529788433

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The SAGE Handbook of Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

Corporate Branding in Facebook Fan Pages

Eliane Pereira Zamith Brito,Maria Carolina Zanette
Corporate Branding in Facebook Fan Pages Book PDF

Author : Eliane Pereira Zamith Brito,Maria Carolina Zanette
Publisher : Business Expert Press
Page : 162 pages
File Size : 47,6 Mb
Release : 2015-03-09
Category : Business & Economics
ISBN : 9781606499436

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Corporate Branding in Facebook Fan Pages by Eliane Pereira Zamith Brito,Maria Carolina Zanette Pdf

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.

Proceedings of the International Conference on Education, Humanities, Social Science (ICEHoS 2022)

Prasetyo Hartanto,Joko Suprapmanto
Proceedings of the International Conference on Education Humanities Social Science ICEHoS 2022 Book PDF

Author : Prasetyo Hartanto,Joko Suprapmanto
Publisher : Springer Nature
Page : 481 pages
File Size : 43,6 Mb
Release : 2023-07-31
Category : Education
ISBN : 9782384760886

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Proceedings of the International Conference on Education, Humanities, Social Science (ICEHoS 2022) by Prasetyo Hartanto,Joko Suprapmanto Pdf

This is an open access book. The International Conference on Education, Humanities, and Social Science (ICEHoS) is an activity in the form of an international conference by presenting new studies and research results in the fields of Education, Humanities, and Social Sciences. The Elementary School Teacher Education Study Program is the organizer of this international conference. ICEHoS is the second conference held by us and will be held virtually due to the COVID-19 Pandemic which has not shown a better situation.The 2nd ICEHoS 2022 conference is expected to be able to bring together national and international scale researchers, academics, practitioners, students, and community and industry activists in our chosen fields. Considering the COVID-19 pandemic which has impacted various lines, especially research in this field, the 2nd ICEHoS 2022 international conference has the main theme, “The future education in society 5.0 to build a strong learning connection.”

Digital Marketing Strategies for Value Co-creation

Wilson Ozuem,Michelle Willis
Digital Marketing Strategies for Value Co creation Book PDF

Author : Wilson Ozuem,Michelle Willis
Publisher : Springer Nature
Page : 259 pages
File Size : 51,5 Mb
Release : 2022-03-21
Category : Business & Economics
ISBN : 9783030944445

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Digital Marketing Strategies for Value Co-creation by Wilson Ozuem,Michelle Willis Pdf

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.