國立高雄大學圖資館 |

Social media marketingbreakthroughs in research and practice /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social media marketingInformation Resources Management Association, editor.
其他題名:	breakthroughs in research and practice /
出版者:	Hershey, Pennsylvania :IGI Global,[2018]
面頁冊數:	1 online resource (2 v.)
標題:	Social media.
電子資源:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-5637-4
ISBN:	9781522556381 (ebook)

Social media marketingbreakthroughs in research and practice /
Social media marketingbreakthroughs in research and practice /[electronic resource] :Information Resources Management Association, editor. - Hershey, Pennsylvania :IGI Global,[2018] - 1 online resource (2 v.)

Includes bibliographical references and index.

Volume I. Section 1. Adoption, implementation, and strategy. Chapter 1. The emergence of social media as a contemporary marketing practice ; Chapter 2. Using social media marketing for competitive advantage ; Chapter 3. Social networking sites and marketing strategies ; Chapter 4. Developing marketing strategy on social networks ; Chapter 5. Marketing and social media ; Chapter 6. Social media as an advertisement tool: strategical need of being more experiential ; Chapter 7. Mastering social media in the modern business world ; Chapter 8. Does social media marketing improve business performance? ; Chapter 9. Developing a hierarchy model for selection of social media manager ; Chapter 10. Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique ; Chapter 11. Storytelling and narrative marketing in the era of social media ; Chapter 12. Benefits of using social media commerce applications for businesses ; Chapter 13. The usage of social media in new product development process: the benefits and the challenges ; Chapter 14. Marketing on Tumblr: where it helps to be honest (and weird) ; Chapter 15. Marketing with Twitter: challenges and opportunities ; Chapter 16. Facebook experience is different: an empirical study in Indian context ; Chapter 17. Examining the role of Wechat in advertising ; Chapter 18. The application of Instagram as a promotional and communication tool by productive families in the Kingdom of Bahrain -- Section 2. Branding, consumer engagement, and CRM. Chapter 19. Social media intelligence for business ; Chapter 20. Does successful social media marketing affect brand value?: an empirical investigation ; Chapter 21. The roles of social media marketing and brand management in global marketing ; Chapter 22. Determinants of brand recall in social networking sites ; Chapter 23. The effects of consumer social media marketing experiences on brand affect and brand equity ; Chapter 24. Brands and media gatekeeping in the social media: current trends and practices an exploratory research ; Chapter 25. Creating brand ambassadors: strategic online engagement in a nonprofit association ; Chapter 26. Brand loyalty and online brand communities: is brand loyalty being strengthened through social media? ; Chapter 27. Advertising in the world of social media-based brand communities ; Chapter 28. The effects of consumer engagement behavior on the growth of social media brand community: evidence from an SME ; Chapter 29. Emotional branding and social media: positive and negative emotional appeals ; Chapter 30. Engaging your global social media audience: a framework for e-retailers ; Chapter 31. Using social media to influence CRM and loyalty: case study of restaurant industry ; Chapter 32. The role of individual behavior and social influence in customer relation management ; Chapter 33. The impact of social relationships on online word-of-mouth and knowledge sharing in social network sites: an empirical study ; Chapter 34. Gender differences in motivations to use social networking sites ; Chapter 35. Purchase intention of males and females through social media ; Chapter 36. Trust management issues in social-media marketing ; Chapter 37. Social media and customer retention: implications for the luxury beauty industry ; Chapter 38. Social media, customer relationship management, and consumers' organic food purchase behavior ; Chapter 39. The impact of social media on customer engagement with U.S. banks -- Volume II. Section 3. Information management and analysis. Chapter 40. Social media metrics ; Chapter 41. The primer of social media analytics ; Chapter 42. Predictive analytics of social networks: a survey of tasks and techniques ; Chapter 43. The effectiveness of big data in social networks ; Chapter 44. Social media tools for quality business information ; Chapter 45. A review of tools for overcoming the challenge of monitoring of social media ; Chapter 46. Exploring the hidden pattern from tweets: investigation into Volkswagen emissions scandal ; Chapter 47. A netnographic analysis of Facebook content strategy of world's top 10 management institutes ; Chapter 48. Towards a unified semantic model for online social networks to ensure interoperability and aggregation for analysis ; Chapter 49. Irritating factors while navigating on websites and facebook and its reactions using different devices ; Chapter 50. Analyzing blending social and mass media audiences through the lens of computer-mediated discourse ; Chapter 51. Generation Y and internet privacy: implication for commercialization of social networking services ; Chapter 52. Multimodal mapping of a university's formal and informal online brand: using nodexl to extract social network data in tweets, digital contents, and relational ties -- Section 4. Industry-specific. Chapter 53. The use of social media in college recruiting and the student job search ; Chapter 54. The role of social media in creating and maintaining social networks including its impact on enhancing competitive positioning within the education sector ; Chapter 55. Measuring the social impact: how social media affects higher education institutions ; Chapter 56. Retail and social media marketing: innovation in the relationship between retailers and consumers ; Chapter 57. The strategic use of social media in the fashion industry ; Chapter 58. The intersection of social media and customer retention in the luxury beauty industry ; Chapter 59. The role of social media strategies in competitive banking operations worldwide ; Chapter 60. The role of social media in shaping marketing strategies in the airline industry ; Chapter 61. Role of social media in tourism ; Chapter 62. Using social networks to create and share experiences in creative tourism ; Chapter 63. Gamification and social media as tools for tourism promotion ; Chapter 64. Digital resources and approaches adopted by user-centred museums: the growing impact of the internet and social media ; Chapter 65. Social media and social change: nonprofits and using social media strategies to meet advocacy goals -- Section 5. Politics and government organizations. Chapter 66. Exploring the concept of the "social media campaign" ; Chapter 67. Social media in political public relations: the cases of the Portuguese Social Democratic Party (PSD) and the Socialist Party (PS) in the 2009 parliamentary campaign ; Chapter 68. The internet, social media, and knowledge production and development of political marketing ; Chapter 69. Communicating nation brands through mass and social media ; Chapter 70. Wrestling with contradictions in government social media practices ; Chapter 71. Amplification and virtual back-patting: the rationalities of social media uses in the Nina Larsson web campaign ; Chapter 72. The use of social media and online petitions to achieve collective change for a sustainable future ; Chapter 73. Social media's role in alleviating political corruption and scandals: the Philippines during and after the Marcos regime.

Restricted to subscribers or individual electronic text purchasers.

"This book contains a compendium of the latest academic material on the usage, strategies, and applications of social media in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy"--

ISBN: 9781522556381 (ebook)Subjects--Topical Terms:

465899
Social media.

LC Class. No.: HD59 / .S626 2018e

Dewey Class. No.: 651.8

Social media marketingbreakthroughs in research and practice /
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300 $a 1 online resource (2 v.)
504 $a Includes bibliographical references and index.
505 0 $a Volume I. Section 1. Adoption, implementation, and strategy. Chapter 1. The emergence of social media as a contemporary marketing practice ; Chapter 2. Using social media marketing for competitive advantage ; Chapter 3. Social networking sites and marketing strategies ; Chapter 4. Developing marketing strategy on social networks ; Chapter 5. Marketing and social media ; Chapter 6. Social media as an advertisement tool: strategical need of being more experiential ; Chapter 7. Mastering social media in the modern business world ; Chapter 8. Does social media marketing improve business performance? ; Chapter 9. Developing a hierarchy model for selection of social media manager ; Chapter 10. Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique ; Chapter 11. Storytelling and narrative marketing in the era of social media ; Chapter 12. Benefits of using social media commerce applications for businesses ; Chapter 13. The usage of social media in new product development process: the benefits and the challenges ; Chapter 14. Marketing on Tumblr: where it helps to be honest (and weird) ; Chapter 15. Marketing with Twitter: challenges and opportunities ; Chapter 16. Facebook experience is different: an empirical study in Indian context ; Chapter 17. Examining the role of Wechat in advertising ; Chapter 18. The application of Instagram as a promotional and communication tool by productive families in the Kingdom of Bahrain -- Section 2. Branding, consumer engagement, and CRM. Chapter 19. Social media intelligence for business ; Chapter 20. Does successful social media marketing affect brand value?: an empirical investigation ; Chapter 21. The roles of social media marketing and brand management in global marketing ; Chapter 22. Determinants of brand recall in social networking sites ; Chapter 23. The effects of consumer social media marketing experiences on brand affect and brand equity ; Chapter 24. Brands and media gatekeeping in the social media: current trends and practices an exploratory research ; Chapter 25. Creating brand ambassadors: strategic online engagement in a nonprofit association ; Chapter 26. Brand loyalty and online brand communities: is brand loyalty being strengthened through social media? ; Chapter 27. Advertising in the world of social media-based brand communities ; Chapter 28. The effects of consumer engagement behavior on the growth of social media brand community: evidence from an SME ; Chapter 29. Emotional branding and social media: positive and negative emotional appeals ; Chapter 30. Engaging your global social media audience: a framework for e-retailers ; Chapter 31. Using social media to influence CRM and loyalty: case study of restaurant industry ; Chapter 32. The role of individual behavior and social influence in customer relation management ; Chapter 33. The impact of social relationships on online word-of-mouth and knowledge sharing in social network sites: an empirical study ; Chapter 34. Gender differences in motivations to use social networking sites ; Chapter 35. Purchase intention of males and females through social media ; Chapter 36. Trust management issues in social-media marketing ; Chapter 37. Social media and customer retention: implications for the luxury beauty industry ; Chapter 38. Social media, customer relationship management, and consumers' organic food purchase behavior ; Chapter 39. The impact of social media on customer engagement with U.S. banks -- Volume II. Section 3. Information management and analysis. Chapter 40. Social media metrics ; Chapter 41. The primer of social media analytics ; Chapter 42. Predictive analytics of social networks: a survey of tasks and techniques ; Chapter 43. The effectiveness of big data in social networks ; Chapter 44. Social media tools for quality business information ; Chapter 45. A review of tools for overcoming the challenge of monitoring of social media ; Chapter 46. Exploring the hidden pattern from tweets: investigation into Volkswagen emissions scandal ; Chapter 47. A netnographic analysis of Facebook content strategy of world's top 10 management institutes ; Chapter 48. Towards a unified semantic model for online social networks to ensure interoperability and aggregation for analysis ; Chapter 49. Irritating factors while navigating on websites and facebook and its reactions using different devices ; Chapter 50. Analyzing blending social and mass media audiences through the lens of computer-mediated discourse ; Chapter 51. Generation Y and internet privacy: implication for commercialization of social networking services ; Chapter 52. Multimodal mapping of a university's formal and informal online brand: using nodexl to extract social network data in tweets, digital contents, and relational ties -- Section 4. Industry-specific. Chapter 53. The use of social media in college recruiting and the student job search ; Chapter 54. The role of social media in creating and maintaining social networks including its impact on enhancing competitive positioning within the education sector ; Chapter 55. Measuring the social impact: how social media affects higher education institutions ; Chapter 56. Retail and social media marketing: innovation in the relationship between retailers and consumers ; Chapter 57. The strategic use of social media in the fashion industry ; Chapter 58. The intersection of social media and customer retention in the luxury beauty industry ; Chapter 59. The role of social media strategies in competitive banking operations worldwide ; Chapter 60. The role of social media in shaping marketing strategies in the airline industry ; Chapter 61. Role of social media in tourism ; Chapter 62. Using social networks to create and share experiences in creative tourism ; Chapter 63. Gamification and social media as tools for tourism promotion ; Chapter 64. Digital resources and approaches adopted by user-centred museums: the growing impact of the internet and social media ; Chapter 65. Social media and social change: nonprofits and using social media strategies to meet advocacy goals -- Section 5. Politics and government organizations. Chapter 66. Exploring the concept of the "social media campaign" ; Chapter 67. Social media in political public relations: the cases of the Portuguese Social Democratic Party (PSD) and the Socialist Party (PS) in the 2009 parliamentary campaign ; Chapter 68. The internet, social media, and knowledge production and development of political marketing ; Chapter 69. Communicating nation brands through mass and social media ; Chapter 70. Wrestling with contradictions in government social media practices ; Chapter 71. Amplification and virtual back-patting: the rationalities of social media uses in the Nina Larsson web campaign ; Chapter 72. The use of social media and online petitions to achieve collective change for a sustainable future ; Chapter 73. Social media's role in alleviating political corruption and scandals: the Philippines during and after the Marcos regime.
506 $a Restricted to subscribers or individual electronic text purchasers.
520 3 $a "This book contains a compendium of the latest academic material on the usage, strategies, and applications of social media in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy"-- $c Provided by publisher.
650 0 $a Social media. $3 465899
650 0 $a Mass media and business.. $3 807808
650 0 $a Relationship marketing. $3 187343
650 0 $a Customer relations. $3 202164
710 2 $a Information Resources Management Association, $e editor. $3 717754
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