
Social Media in the Marketing Context
A State of the Art Analysis and Future Directions
Description
Key Features
- 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
Readership
Undergraduate and postgraduate students from both marketing and information systems areas, doctoral candidates, researchers, and academics with an interest in marketing, information systems, and business management. Also academics from psychology and cross-cultural research disciplines and anyone with an interest in social media and marketing
Table of Contents
- Dedications
- Authors’ Biography
- Foreword
- Foreword
- Preface
- Acronyms
- Chapter 1. Introduction
- Abstract
- References
- Chapter 2. The New Marketing Environment
- Abstract
- 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
- Chapter 3. Online Brand Communities
- Abstract
- 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
- Chapter 4. Culture
- Abstract
- 4.1 The Importance of Culture
- 4.2 Postmodernism
- 4.3 Consumer Culture Theory
- 4.4 Tribalism
- 4.5 Discussion and Concluding Points
- References
- Chapter 5. Self-Construals
- Abstract
- 5.1 Understanding Self-Construals
- 5.2 Differences Between the Self-Construals
- 5.3 Self-Construals in the New Marketing Environment
- 5.4 Discussion and Concluding Points
- References
- Chapter 6. Synthesis and Discussion of Research
- Abstract
- 6.1 Current Research
- 6.2 Developing Research
- 6.3 Methods and Samples
- 6.4 Gaps and Areas for Future Research
- References
- Chapter 7. Conclusion
- Abstract
- Index
Product details
- No. of pages: 182
- Language: English
- Copyright: © Chandos Publishing 2016
- Published: September 29, 2016
- Imprint: Chandos Publishing
- Paperback ISBN: 9780081017548
- eBook ISBN: 9780081017579
About the Authors
Cherniece Plume
Affiliations and Expertise
Yogesh Dwivedi
Affiliations and Expertise
Emma Slade
Affiliations and Expertise
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