000			03375nam a22002415i 4500
003			CUTN
005			20241213121739.0
008			160520s2016 mau 000 0 eng
020			_a9780081017548
041			_aEnglish
042			_apcc
082			_a302.231 _bPLU
245	0	0	_aSocial media in the marketing context : _ba state of the art analysis and future directions / _c[edited by] Yogesh K. Dwivedi, Cherniece J. Plume, Emma L. Slade.
250			_a1st edition.
260			_aAmsterdam : _bChandos Publishing, _c2017.
263			_a1610
300			_axix, 162 p. ; _bill.: _c23 cm
505			_tCover 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
520			_aSocial 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
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2ddc _cBOOKS
999			_c43892 _d43892