Social Media in the Marketing Context - Plume, Cherniece J.; Dwivedi, Yogesh K.; Slade, Emma L.
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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…mehr

Produktbeschreibung
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
  • Produktdetails
  • Verlag: Chandos
  • Erscheinungstermin: 15. Oktober 2016
  • Englisch
  • Abmessung: 228mm x 151mm x 15mm
  • Gewicht: 306g
  • ISBN-13: 9780081017548
  • ISBN-10: 0081017545
  • Artikelnr.: 45311204
Autorenporträt
Plume, Cherniece J.
Cherniece J. Plume is a PhD researcher in Business Management at Swansea University School of Management. She has an MSc in Marketing and BA (Hons) in Event Management from The University of South Wales. She has a background in the marketing and events sector, collaborating on a variety of projects with a number of organisations. In addition to work in industry Cherniece has also lectured in Business Research and Marketing Communications at the University of South Wales. Cherniece was an editor for the Journal of Leadership, Workplace Innovation and Engagement and Chair of the University of South Wales Marketing Chapter. Her research interests include consumer behaviour, consumer psychology, construction of self-concept and social media marketing.
Inhaltsangabe
Chapter 1. Introduction Chapter 2. The New Marketing Environment Chapter 3. Online Brand Communities Chapter 4. Culture Chapter 5. Self-Construals Chapter 6. Synthesis and Discussion of Research Chapter 7. Conclusion