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Social media in the marketing contex...

Dwivedi, Yogesh Kumar,

Social media in the marketing contexta state of the art analysis and future directions /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social media in the marketing contextCherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade.
其他題名:	a state of the art analysis and future directions /
作者:	Plume, Cherniece J.,
其他作者:	Dwivedi, Yogesh Kumar,
出版者:	Amsterdam :Chandos Publishing,2017.
面頁冊數:	1 online resource (xix, 162 p.).
標題:	Social media.
電子資源:	https://www.sciencedirect.com/science/book/9780081017548
ISBN:	008101757X (electronic bk.)

Social media in the marketing contexta state of the art analysis and future directions /
Plume, Cherniece J.,

Social media in the marketing contexta state of the art analysis and future directions /[electronic resource] :Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade. - Amsterdam :Chandos Publishing,2017. - 1 online resource (xix, 162 p.). - Chandos Social Media Series. - Chandos social media series..

Includes bibliographical references and index.

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.

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.

ISBN: 008101757X (electronic bk.)Subjects--Topical Terms:

465899
Social media.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HM742 / .P586 2017

Dewey Class. No.: 302.231

Social media in the marketing contexta state of the art analysis and future directions /
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260 $a Amsterdam : $b Chandos Publishing, $c 2017.
300 $a 1 online resource (xix, 162 p.).
490 1 $a Chandos Social Media Series
504 $a Includes bibliographical references and index.
505 0 $a 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.
505 8 $a 3.1 The Importance of OBCs3.2 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.
505 8 $a 5.2 Differences Between the Self-Construals5.2.1 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.
520 $a 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.
588 0 $a Print version record.
650 0 $a Social media. $3 465899
650 0 $a Marketing. $3 182957
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Dwivedi, Yogesh Kumar, $e author. $3 872961
700 1 $a Slade, Emma L., $e author. $3 872962
830 0 $a Chandos social media series. $3 618877
856 4 0 $u https://www.sciencedirect.com/science/book/9780081017548