Computer-mediated marketing strategies: social media and online brand communities
"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"..
Saved in:
| Other Authors: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hershey, PA
IGI Global
2015
|
| Series: | Advances in marketing, customer relationship management, and e-services book series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | "This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage".. |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XX, 406 S. Ill. |
| ISBN: | 9781466665958 9781466665965 9781466665989 |
Staff View
MARC
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| 245 | 1 | 0 | |a Computer-mediated marketing strategies |b social media and online brand communities |c Gordon Bowen and Wilson Ozuem [ed.] |
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| 490 | 0 | |a Advances in marketing, customer relationship management, and e-services book series | |
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| 520 | |a "This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage".. | ||
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| 650 | 4 | |a Internet marketing |x Social aspects | |
| 650 | 4 | |a Online social networks | |
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Record in the Search Index
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| adam_text |
Table of
Contents
Foreword
.xiv
Preface
.xv
Section
1
Context: Mediated Marketing Theory and Social Media
Chapter
1
Social Media and Online Brand Communities
.1
Madina Ansarin, University of Gloucestershire, UK
Wilson Ozuem, University of Gloucestershire, UK
Chapter
2
Digital Governance and Social Media Engagement
.
2h
Tobias Endress, University of Gloucestershire, UK
Chapter
3
Brand Trust in Offline and Online Environments: Lessons for Social Media
.
ЭД
Gordon Bowen, Regent's University Lmdon, UK
Richard Bowen, Facebook Inc., UK
Chapter
4
Consumer Attitudes toward Online Video Game Purchases
.
i'
'
Wilson Ozuem, University of Gloucester, UK
Michael Borrelli, Lmdon Metropolitan University, UK
Section
2
Social Landscape and Marketing Development
Chapter
5
Social Media and SMEs in Transition Countries
.114
Yllka Azemi, College of International Management
Globus.
Kosovo
Wilson Ozuem. University of Gloucestershire. UK
Chapter
6
Whal Social
Mediu
Marketing Content Is Best to
Ľngage
Consumers? A Content Analysis of
Facebook Brand Pages
.134
Chedia Dhaoui, Insight Social Networks, Australia
Chapter
7
Interactivity: The Concept and Its Dimensions
.157
Wang
Hui,
University of
Sunderland,
UK
Vipin Nadda, University of
Sunderland,
UK
Chapter
8
Stakeholder Interaction for Sustainability: The Impact of Social Media on Nigeria's Oil and Gas
Industry
.185
Uzoechi Nwagbara, Greenwich School of Management London. UK
Section
3
Converging Practices: Compelling Brand Positioning and Social Media Affordances
Chapter
9
Social Media and Customer Retention: Implications for the Luxury Beauty Industry
.
2(X)
Ellen Stokinger, London Metropolitan University, UK
Wilson Ozuem, University of Gloucestershire, UK
Chapter
10
Defining the Role of Social Media as a Contemporary Local Area Marketing Technique in
Franchising
.223
Geoffrey Webster, University of Southern Queensland, Australia
Margee Hume, University of Southern Queensland, Australia
Chapter
U
Social Media and Its Implications for Marketing Communications
.252
Irina Yankova,
London Metropolitan University, UK
Wilson Ozuem, University of Gloucestershire, UK
Chapter
12
Facets and Dimensions of Online Social Gambling: Refining Tools for Marketing
Communications
.271
Jason
Prasad,
University of Wales. UK
Wilson Ozuem, University of Gloucestershire, UK
Chapter
13
Mobile Phone Purchases and
lhe
Consumer Decision-Making Process: The Role of Facebook
Online Advertising
.303
Jialin Hardwick, University of
Lincoln,
UK
Lauriane
Delante,
Independent Researcher, UK
Barry
Ard
ley,
Universit}·
of Lincoln, UK
Nick Taylor, University of Lincoln, UK
Compilation of References
.334
About the Contributors
.399
Index
.404 |
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| discipline | Wirtschaftswissenschaften |
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| series2 | Advances in marketing, customer relationship management, and e-services book series |
| spelling | Computer-mediated marketing strategies social media and online brand communities Gordon Bowen and Wilson Ozuem [ed.] Hershey, PA IGI Global 2015 XX, 406 S. Ill. txt rdacontent n rdamedia nc rdacarrier Advances in marketing, customer relationship management, and e-services book series Includes bibliographical references and index "This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage".. Gesellschaft Internet marketing Social aspects Online social networks Social media Marketing Social aspects 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Bowen, Gordon 1950- (DE-588)106827736X edt Ozuem, Wilson 1974- Sonstige (DE-588)1071415816 oth Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027799625&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Computer-mediated marketing strategies social media and online brand communities Gesellschaft Internet marketing Social aspects Online social networks Social media Marketing Social aspects |
| subject_GND | (DE-588)4143413-4 |
| title | Computer-mediated marketing strategies social media and online brand communities |
| title_auth | Computer-mediated marketing strategies social media and online brand communities |
| title_exact_search | Computer-mediated marketing strategies social media and online brand communities |
| title_full | Computer-mediated marketing strategies social media and online brand communities Gordon Bowen and Wilson Ozuem [ed.] |
| title_fullStr | Computer-mediated marketing strategies social media and online brand communities Gordon Bowen and Wilson Ozuem [ed.] |
| title_full_unstemmed | Computer-mediated marketing strategies social media and online brand communities Gordon Bowen and Wilson Ozuem [ed.] |
| title_short | Computer-mediated marketing strategies |
| title_sort | computer mediated marketing strategies social media and online brand communities |
| title_sub | social media and online brand communities |
| topic | Gesellschaft Internet marketing Social aspects Online social networks Social media Marketing Social aspects |
| topic_facet | Gesellschaft Internet marketing Social aspects Online social networks Social media Marketing Social aspects Aufsatzsammlung |
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