Contemporary Issues in Social Media Marketing

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In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Table of contents

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1 Citizen relationship management by the Government of India through social media channels
2 Academia goes social media, MOOC, SPOC, SMOC and SSOC: The digital transformation of higher education institutions and universities
3 Integrating community and relationship building into universities’ social media marketing: Implications from a case study
4 Social media marketing for B2B: From information to decision to retention
5 Social media stakeholder co-creation of celebrities as human brands
6 Social recruitment: Investing in social currency
7 The struggle of the secrecy, safety and security of social media and smartphones
8 Creating, contributing and consuming behaviour: How rational and affective appeals in social media facilitate engagement
9 Social media engagement and return on engagement
10 The consumer engagement/return on social media engagement interface: Development of a conceptual model
11 An unexpected journey: The influence of social media on consumer decision-making
12 Network based choice formation: A review in the context of online communities
13 Creepy and intrusive: A consumer’s perspective of online personalized communications
14 Social media measurement and monitoring
15 Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data
16 Strategizing social media presence
17 Salient role and centrality of trust in social media marketing
18 Trust relationships in social networks: A typology of strategies for communication between companies and their consumers
19 Like-influencer framework: A study of factors influencing click of ‘Like’ option by users on Facebook
20 Mechanisms for incentivizing and encouraging online social interactions – an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour
21 The rise of social media: Implications for emerging markets
22 Profiling youth on the basis of their motivations for social media political participation: Implications for political marketers
23 Privacy and information trading on social media applications

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