Social Media Marketing Management : How to Penetrate Emerging Markets and Expand Your Customer Base

Social Media Marketing Management How to Penetrate Emerging Markets and Expand Your Customer Base

This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media ma...

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Detalles Bibliográficos
Otros Autores: Hinson, Robert E., author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Abingdon, England : Routledge [2025]
Edición:First edition
Materias:
Social media.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009869130006719
Tabla de Contenidos:
  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Table of Contents
  • Foreword
  • Chapter 1 Social Media Marketing in Africa and Other Emerging Economies
  • Author Biographies
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Unique Characteristics of Social Media Marketing in EMDEs
  • Africa's Social Media Landscape
  • What is Social Media Marketing?
  • Social Media Influencer Marketing
  • Successful Social Media Marketing Campaigns from the Global North
  • AI and Social Media Marketing
  • Case Study 1
  • Successful Social Media Marketing Campaigns from Africa
  • Structure of the Book
  • Review Questions
  • References
  • Chapter 2 Social Media Marketing Strategy
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Strategic Planning and Social Media Marketing
  • Why Should We Take the Time to Plan?
  • The Phases of Social Media Marketing Maturity
  • Critical Reflection
  • Social Media Campaigns: The Strategic Planning Process
  • Identify Social Media Marketing Objectives and Set Budgets
  • Profile the Target Audience of Social Consumers
  • Managing Social Media Marketing in the Organisation
  • The Social Media Policy
  • An Organisational Structure to Support Social Media
  • Social Media Management Systems
  • Chapter Summary
  • What Are the Steps in Social Media Marketing Strategic Planning?
  • Exercises
  • Review Questions
  • References
  • Chapter 3 Social Commerce
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Social Commerce
  • Social Shopping
  • Social Commerce and the Shopping Process
  • Social Commerce Strategies
  • Social Promotions and Partnerships
  • Social Commerce Fraud
  • The Social Commerce Zone
  • Types of Social Commerce Zones
  • Social Proof
  • References
  • Chapter 4 Mobile Ecosystems and Apps in Social Media Marketing
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Definition of Terms.
  • Wireless and Mobile Devices
  • Characteristics of Mobile and Wireless Devices
  • Benefits of Mobile Devices
  • Disadvantages of Mobile Devices
  • Mobile Financial Services
  • Mobile Payment Applications
  • Characteristics of Mobile Payment Methods
  • Types of Mobile Payment Applications
  • Mobile Apps and Social Media
  • Mobile App Platforms
  • Anthropology's (ANT) Approach to Social Media
  • Activities
  • Assignment
  • Review Questions
  • References
  • Chapter 5 Social Networking Sites: A Focus on Mobile Marketing Strategies
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Growth of Mobile Connectivity and Device Use in Developing Economies
  • Mobile Connectivity and Social Media
  • Mobile App Platforms
  • Social Media
  • Anthropology (ANT) Approach to Social Media
  • Mobilising Your Brands
  • Mobile Brand Engagement
  • Designing a Mobile Brand Engagement Campaign
  • Designing Mobile Apps for Mobile Shopping
  • Mobile Payment Applications
  • Characteristics of Mobile Payment Methods
  • Types of Mobile Payment Applications
  • Buy Buttons and Location Identification on Social Networking Sites
  • Marketing Strategies: Mobile First, Audience First, and Omnichannel
  • Satisfying Customer Experience on Mobile Devices
  • Conclusions
  • Review Questions
  • References
  • Chapter 6 Foundations of Mobile Commerce: A Gateway to Engaging in Emerging Markets
  • Chapter Outline
  • Chapter Outcome
  • Introduction to Mobile Commerce
  • Mobile Commerce and Mobile Business
  • Features and Benefits of Mobile Commerce
  • M-commerce Services
  • Factors that Influence M-Commerce Adoption
  • M-commerce Adopters and Adoption Factors
  • M-commerce Adopters as Technology Users
  • M-Commerce Adopters as Network Users
  • M-commerce Adopters as Consumers
  • Global Trends in M-commerce
  • The Promise of Mobiles
  • New Payment Options
  • Review Questions
  • References.
  • Chapter 7 Ethical, Social, and Legal Issues in M-Commerce
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Ethics and Ethical Issues in M-commerce
  • Social Issues in M-Commerce
  • Legal Issues in M-Commerce
  • Mobile Commerce Transaction
  • Components of a Mobile Commerce Contract
  • M-Commerce Guidelines for Security Issues
  • Emerging Trends in Mobile and M-Commerce Crime
  • Mobile Crime
  • Activities
  • Review Questions
  • Case Studies on M-Commerce Crime
  • Review Questions
  • References
  • Chapter 8 Sociocultural and Ethical Aspects of Social Media Marketing
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Sociocultural Issues in Social Media Marketing
  • Ethical Issues in Social Media Marketing
  • Conclusion
  • Review Questions
  • References
  • Chapter 9 Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base
  • Chapter Outline
  • Chapter Outcome
  • Introduction
  • Social Media Marketing and Emerging Markets
  • The Manufacturing Sector and Social Media Marketing
  • Agribusiness and Social Media Marketing
  • Real Estate and Social Media Marketing
  • The Information and Communication Technology (ICT) Sector And Social Media Marketing
  • Oil and Gas and Social Media Marketing
  • Putting It All Together
  • Review Questions
  • References
  • Index.

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