Social Media In The Marketing Context

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Social Media in the Marketing Context

Author : Cherniece J. Plume
Publisher : Chandos Publishing
ISBN 13 : 008101757X
Total Pages : 184 pages
Book Rating : 4.0/5 (81 download)

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Book Synopsis Social Media in the Marketing Context by : Cherniece J. Plume

Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Social Media Marketing Book

Author : Dan Zarrella
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1449383106
Total Pages : 245 pages
Book Rating : 4.4/5 (493 download)

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Book Synopsis The Social Media Marketing Book by : Dan Zarrella

Download or read book The Social Media Marketing Book written by Dan Zarrella and published by "O'Reilly Media, Inc.". This book was released on 2009-11-13 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Handbook of Research on Integrating Social Media into Strategic Marketing

Author : Hajli, Nick
Publisher : IGI Global
ISBN 13 : 1466683546
Total Pages : 462 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Handbook of Research on Integrating Social Media into Strategic Marketing by : Hajli, Nick

Download or read book Handbook of Research on Integrating Social Media into Strategic Marketing written by Hajli, Nick and published by IGI Global. This book was released on 2015-04-30 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing in Context

Author : Chris Hackley
Publisher : Springer
ISBN 13 : 1137297115
Total Pages : 237 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Marketing in Context by : Chris Hackley

Download or read book Marketing in Context written by Chris Hackley and published by Springer. This book was released on 2013-11-14 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Social Media Strategy

Author : Keith A. Quesenberry
Publisher : Rowman & Littlefield
ISBN 13 : 1442251549
Total Pages : 256 pages
Book Rating : 4.4/5 (422 download)

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Book Synopsis Social Media Strategy by : Keith A. Quesenberry

Download or read book Social Media Strategy written by Keith A. Quesenberry and published by Rowman & Littlefield. This book was released on 2015-10-22 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method provides a step-by-step roadmap for planning social media marketing strategy emphasizes the need to apply solid marketing principles to social media explores how to integrate social media throughout an entire organization gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.

Social Media in a B2B Context

Author : Vassilia Adamantidou
Publisher : GRIN Verlag
ISBN 13 : 3668791503
Total Pages : 41 pages
Book Rating : 4.6/5 (687 download)

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Book Synopsis Social Media in a B2B Context by : Vassilia Adamantidou

Download or read book Social Media in a B2B Context written by Vassilia Adamantidou and published by GRIN Verlag. This book was released on 2018-09-06 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Social Media Marketing

Author : Tracy L. Tuten
Publisher : SAGE Publications Limited
ISBN 13 : 1529625793
Total Pages : 508 pages
Book Rating : 4.5/5 (296 download)

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Book Synopsis Social Media Marketing by : Tracy L. Tuten

Download or read book Social Media Marketing written by Tracy L. Tuten and published by SAGE Publications Limited. This book was released on 2023-11-22 with total page 508 pages. Available in PDF, EPUB and Kindle. Book excerpt: The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom. A must-read for all students and practitioners of social media marketing. Tracy L. Tuten is a professor of marketing at Sofia University, USA.

Marketing to the Social Web

Author : Larry Weber
Publisher : John Wiley & Sons
ISBN 13 : 0470410973
Total Pages : 272 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis Marketing to the Social Web by : Larry Weber

Download or read book Marketing to the Social Web written by Larry Weber and published by John Wiley & Sons. This book was released on 2009-03-03 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.

Contemporary Issues in Social Media Marketing

Author : Bikramjit Rishi
Publisher : Routledge
ISBN 13 : 1317193989
Total Pages : 273 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Contemporary Issues in Social Media Marketing by : Bikramjit Rishi

Download or read book Contemporary Issues in Social Media Marketing written by Bikramjit Rishi and published by Routledge. This book was released on 2017-07-28 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522517944
Total Pages : 1838 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 179989021X
Total Pages : 1865 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Research Anthology on Strategies for Using Social Media as a Service and Tool in Business by : Management Association, Information Resources

Download or read book Research Anthology on Strategies for Using Social Media as a Service and Tool in Business written by Management Association, Information Resources and published by IGI Global. This book was released on 2021-05-28 with total page 1865 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.

Social Media for Government

Author : Staci M. Zavattaro
Publisher : Routledge
ISBN 13 : 1317286391
Total Pages : 241 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Social Media for Government by : Staci M. Zavattaro

Download or read book Social Media for Government written by Staci M. Zavattaro and published by Routledge. This book was released on 2016-03-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media is playing a growing role within public administration, and with it, there is an increasing need to understand the connection between social media research and what actually takes place in government agencies. Most of the existing books on the topic are scholarly in nature, often leaving out the vital theory-practice connection. This book joins theory with practice within the public sector, and explains how the effectiveness of social media can be maximized. The chapters are written by leading practitioners and span topics like how to manage employee use of social media sites, how emergency managers reach the public during a crisis situation, applying public record management methods to social media efforts, how to create a social media brand, how social media can help meet government objectives such as transparency while juggling privacy laws, and much more. For each topic, a collection of practitioner insights regarding the best practices and tools they have discovered are included. Social Media for Government responds to calls within the overall public administration discipline to enhance the theory-practice connection, giving practitioners space to tell academics what is happening in the field in order to encourage further meaningful research into social media use within government.

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

Author : Tanya Boguslavskaya
Publisher : GRIN Verlag
ISBN 13 : 3668174865
Total Pages : 20 pages
Book Rating : 4.6/5 (681 download)

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

Download or read book The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry written by Tanya Boguslavskaya and published by GRIN Verlag. This book was released on 2016-03-16 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Social Media and Interactive Communications

Author : Mark Durkin
Publisher : Taylor & Francis
ISBN 13 : 1317217659
Total Pages : 167 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Social Media and Interactive Communications by : Mark Durkin

Download or read book Social Media and Interactive Communications written by Mark Durkin and published by Taylor & Francis. This book was released on 2018-02-05 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.

Marketing in Context

Author : Chris Hackley
Publisher : Springer
ISBN 13 : 1137297115
Total Pages : 237 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Marketing in Context by : Chris Hackley

The new age of marketing: How social media has changed the marketing landscape

Author : Richards Macdonald
Publisher : GRIN Verlag
ISBN 13 : 3656416346
Total Pages : 35 pages
Book Rating : 4.6/5 (564 download)

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Book Synopsis The new age of marketing: How social media has changed the marketing landscape by : Richards Macdonald

Download or read book The new age of marketing: How social media has changed the marketing landscape written by Richards Macdonald and published by GRIN Verlag. This book was released on 2013-04-22 with total page 35 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: B, The University of Chicago, language: English, abstract: The social media marketing has affected the landscape of the conventional marketing substantially and the frameworks and the methodologies of conventional marketing has also been affected significantly with the increase in popularity and influence of the social media marketing. The paper provides background information on the subject under research, including appropriate concepts, theories, ongoing debates and issues and the statement of the problem, the research questions and the appropriate hypothesis. The objectives of this dissertation are to illustrate the changes made by the social media marketing on conventional marketing landscape and its frameworks and methodologies. It also compares and contrasts the social media marketing and conventional marketing. The changes made by social media marketing on the current marketing landscape are demonstrated by analyzing current case studies. The dissertation also includes the analysis and recommendations of the ways which might lead to replacement of the conventional marketing methodologies by social media marketing methodologies in future. A detailed description of social media marketing and conventional marketing is provided in the first section of this dissertation which includes the characteristics, key features, nature, scope, etc. of both social media marketing and conventional marketing. This section also provides the description of the areas to be covered in this paper such as the explanation of the relevant concepts, theories, etc. The next section of the paper provides the methods and techniques used in this dissertation and it also justifies the selection of the investigative method(s) and data-gathering technique(s) used for the investigation of the topic. It also makes appropriate referring to research methods textbooks and literature. The literary review section of the dissertation provides the critical analysis of the relevance and utility of materials relevant to the chosen topic. It includes a wide range of books, articles, journals, literature available on the topic written by different established author in the field. Though social media marketing is a new concept there is no dearth of good literature and research works in the field. This section of the dissertation provides a critical analysis of the literature on the topic under consideration identifying key issues and they are organised into themes on the topic of the research.