Social media in the marketing context : a state of the art analysis and future directions

Social media in the marketing context a state of the art analysis and future directions

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...

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Detalles Bibliográficos
Otros Autores: Plume, Cherniece J., author (author), Dwivedi, Yogesh Kumar, author, Slade, Emma L., author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Amsterdam, Netherlands : Chandos Publishing 2017.
Edición:1st edition
Colección:Chandos social media series.
Materias:
Social media.
Marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630234706719
Tabla de Contenidos:
  • Front Cover
  • Social Media in the Marketing Context
  • Copyright Page
  • Dedications
  • Contents
  • Authors' Biography
  • Foreword by Professor Ben Lowe
  • Foreword by Professor Ben Light
  • Preface
  • Acronyms
  • 1 Introduction
  • References
  • 2 The New Marketing Environment
  • 2.1 Stirring Up the Marketing Mix
  • 2.2 Defining Social Media
  • 2.3 Frameworks, Metrics, and Measurement of Social Media
  • 2.4 Structure and Networks
  • 2.5 Relationships
  • 2.6 Co-creation
  • 2.7 Power and eWOM
  • 2.8 Social Commerce
  • 2.9 Multiple Platforms
  • 2.10 Discussion and Concluding Points
  • References
  • 3 Online Brand Communities
  • 3.1 The Importance of OBCs
  • 3.2 Traditional Versus OBCs
  • 3.3 Engagement and Interaction
  • 3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs
  • 3.5 Consumption Values
  • 3.6 Consumer Characteristics
  • 3.7 Motivation
  • 3.8 Discussion and Concluding Points
  • References
  • 4 Culture
  • 4.1 The Importance of Culture
  • 4.2 Postmodernism
  • 4.3 Consumer Culture Theory
  • 4.4 Tribalism
  • 4.5 Discussion and Concluding Points
  • References
  • 5 Self-Construals
  • 5.1 Understanding Self-Construals
  • 5.1.1 Independent Characteristics
  • 5.1.2 Interdependent Characteristics
  • 5.2 Differences Between the Self-Construals
  • 5.2.1 Need for Uniqueness
  • 5.2.2 Communities and the "Self"
  • 5.2.3 Hedonic and Utilitarian Motivations
  • 5.3 Self-Construals in the New Marketing Environment
  • 5.4 Discussion and Concluding Points
  • References
  • 6 Synthesis and Discussion of Research
  • 6.1 Current Research
  • 6.2 Developing Research
  • 6.3 Methods and Samples
  • 6.4 Gaps and Areas for Future Research
  • References
  • 7 Conclusion
  • Index
  • Back Cover.

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