Social media in the marketing context: a state of the art analysis and future directions
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cambridge, MA
Chandos Publishing
[2017]
|
| Schriftenreihe: | Chandos social media series
|
| Schlagworte: | |
| Online-Zugang: | FWS01 FWS02 Volltext Inhaltsverzeichnis |
| Beschreibung: | Description based on online resource; title from title page (Safari, viewed November 15, 2016) |
| Beschreibung: | 1 online resource (184 Seiten) illustrations |
| ISBN: | 9780081017579 008101757X 9780081017548 |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Social media in the marketing context
Autor: Plume, Cherniece J
Jahr: 2017
CONTENTS
Authors Biography ix
Foreword by Professor Ben Lowe xi
Foreword by Professor Ben Light xiii
Preface xv
Acronyms xix
1. Introduction 1
References 4
2. The New Marketing Environment 7
2.1 Stirring Up the Marketing Mix 7
2.2 Defining Social Media 10
2.3 Frameworks, Metrics, and Measurement of Social Media 11
2.4 Structure and Networks 14
2.5 Relationships 15
2.6 Co-creation 16
2.7 Power and eWOM 18
2.8 Social Commerce 20
2.9 Multiple Platforms 21
2.10 Discussion and Concluding Points 26
References 31
3. Online Brand Communities 41
3.1 The Importance of OBCs 41
3.2 Traditional Versus OBCs 43
3.3 Engagement and Interaction 45
3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs 50
3.5 Consumption Values 55
3.6 Consumer Characteristics 56
3.7 Motivation 59
3.8 Discussion and Concluding Points 63
References 69
4. Culture 79
4.1 The Importance of Culture 79
4.2 Postmodernism 81
VII
viii Contents
4.3 Consumer Culture Theory 83
4.4 Tribaiism 84
4.5 Discussion and Concluding Points 86
References 89
5, Self-Construals 93
5.1 Understanding Self-Construals 93
5.2 Differences Between the Self-Construals 97
5.3 Self-Construal in the New Marketing Environment 110
5.4 Discussion and Concluding Points 113
References 118
6, Synthesis and Discussion of Research 129
6.1 Current Research 129
6.2 Developing Research 133
6.3 Methods and Samples 136
6.4 Gaps and Areas for Future Research 140
References 145
7, Conclusion 155
Index 159
|
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| isbn | 9780081017579 008101757X 9780081017548 |
| language | English |
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| publisher | Chandos Publishing |
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| series2 | Chandos social media series |
| spellingShingle | Plume, Cherniece J. Dwivedi, Yogesh Kumar Slade, Emma L. Social media in the marketing context a state of the art analysis and future directions Social media Marketing Social media Economic aspects Kundenanalyse (DE-588)4304338-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
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| title | Social media in the marketing context a state of the art analysis and future directions |
| title_auth | Social media in the marketing context a state of the art analysis and future directions |
| title_exact_search | Social media in the marketing context a state of the art analysis and future directions |
| title_full | Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade |
| title_fullStr | Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade |
| title_full_unstemmed | Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade |
| title_short | Social media in the marketing context |
| title_sort | social media in the marketing context a state of the art analysis and future directions |
| title_sub | a state of the art analysis and future directions |
| topic | Social media Marketing Social media Economic aspects Kundenanalyse (DE-588)4304338-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Social media Marketing Social media Economic aspects Kundenanalyse Online-Marketing Social Media |
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