Cover image
Title page
Table of Contents
Copyright
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

Social Media in the Marketing Context
A State of the Art Analysis and Future Directions
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.

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