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...
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam :
Chandos Publishing,
[2017]
|
| Schriftenreihe: | Chandos social media series.
|
| Schlagworte: | |
| Online-Zugang: | Volltext Volltext |
| Zusammenfassung: | 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. |
| Beschreibung: | 1 online resource (xix, 162 pages) |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 008101757X 9780081017579 |
Internformat
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| 505 | 0 | |a Front Cover; Social Media in the Marketing Context; Copyright Page; Dedications; Contents; Authors' Biography; Foreword by Professor Ben Lowe; Foreword by Professor Ben Light; Preface; Acronyms; 1 Introduction; References; 2 The New Marketing Environment; 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; 3 Online Brand Communities. | |
| 505 | 8 | |a 3.1 The Importance of OBCs3.2 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; 4 Culture; 4.1 The Importance of Culture; 4.2 Postmodernism; 4.3 Consumer Culture Theory; 4.4 Tribalism; 4.5 Discussion and Concluding Points; References; 5 Self-Construals; 5.1 Understanding Self-Construals; 5.1.1 Independent Characteristics; 5.1.2 Interdependent Characteristics. | |
| 505 | 8 | |a 5.2 Differences Between the Self-Construals5.2.1 Need for Uniqueness; 5.2.2 Communities and the "Self"; 5.2.3 Hedonic and Utilitarian Motivations; 5.3 Self-Construals in the New Marketing Environment; 5.4 Discussion and Concluding Points; References; 6 Synthesis and Discussion of Research; 6.1 Current Research; 6.2 Developing Research; 6.3 Methods and Samples; 6.4 Gaps and Areas for Future Research; References; 7 Conclusion; Index; Back Cover. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Social media. |0 http://id.loc.gov/authorities/subjects/sh2006007023 | |
| 650 | 0 | |a Marketing. |0 http://id.loc.gov/authorities/subjects/sh85081333 | |
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| 700 | 1 | |a Dwivedi, Yogesh Kumar, |e author. | |
| 700 | 1 | |a Slade, Emma L., |e author. | |
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| author | Plume, Cherniece J. Dwivedi, Yogesh Kumar Slade, Emma L. |
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| contents | Front Cover; Social Media in the Marketing Context; Copyright Page; Dedications; Contents; Authors' Biography; Foreword by Professor Ben Lowe; Foreword by Professor Ben Light; Preface; Acronyms; 1 Introduction; References; 2 The New Marketing Environment; 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; 3 Online Brand Communities. 3.1 The Importance of OBCs3.2 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; 4 Culture; 4.1 The Importance of Culture; 4.2 Postmodernism; 4.3 Consumer Culture Theory; 4.4 Tribalism; 4.5 Discussion and Concluding Points; References; 5 Self-Construals; 5.1 Understanding Self-Construals; 5.1.1 Independent Characteristics; 5.1.2 Interdependent Characteristics. 5.2 Differences Between the Self-Construals5.2.1 Need for Uniqueness; 5.2.2 Communities and the "Self"; 5.2.3 Hedonic and Utilitarian Motivations; 5.3 Self-Construals in the New Marketing Environment; 5.4 Discussion and Concluding Points; References; 6 Synthesis and Discussion of Research; 6.1 Current Research; 6.2 Developing Research; 6.3 Methods and Samples; 6.4 Gaps and Areas for Future Research; References; 7 Conclusion; Index; Back Cover. |
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| discipline | Soziologie |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-16T15:04:14Z |
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| isbn | 008101757X 9780081017579 |
| language | English |
| oclc_num | 961341094 |
| open_access_boolean | |
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| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Chandos Publishing, |
| record_format | marc |
| series | Chandos social media series. |
| series2 | Chandos Social Media Series |
| spelling | Plume, Cherniece J., author. Social media in the marketing context : a state of the art analysis and future directions / Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade. Amsterdam : Chandos Publishing, [2017] ©2017 1 online resource (xix, 162 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Chandos Social Media Series Includes bibliographical references and index. Print version record. Front Cover; Social Media in the Marketing Context; Copyright Page; Dedications; Contents; Authors' Biography; Foreword by Professor Ben Lowe; Foreword by Professor Ben Light; Preface; Acronyms; 1 Introduction; References; 2 The New Marketing Environment; 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; 3 Online Brand Communities. 3.1 The Importance of OBCs3.2 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; 4 Culture; 4.1 The Importance of Culture; 4.2 Postmodernism; 4.3 Consumer Culture Theory; 4.4 Tribalism; 4.5 Discussion and Concluding Points; References; 5 Self-Construals; 5.1 Understanding Self-Construals; 5.1.1 Independent Characteristics; 5.1.2 Interdependent Characteristics. 5.2 Differences Between the Self-Construals5.2.1 Need for Uniqueness; 5.2.2 Communities and the "Self"; 5.2.3 Hedonic and Utilitarian Motivations; 5.3 Self-Construals in the New Marketing Environment; 5.4 Discussion and Concluding Points; References; 6 Synthesis and Discussion of Research; 6.1 Current Research; 6.2 Developing Research; 6.3 Methods and Samples; 6.4 Gaps and Areas for Future Research; References; 7 Conclusion; Index; Back Cover. 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. Social media. http://id.loc.gov/authorities/subjects/sh2006007023 Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Social Media https://id.nlm.nih.gov/mesh/D061108 Marketing https://id.nlm.nih.gov/mesh/D040541 Médias sociaux. Marketing. social media. aat marketing. aat PSYCHOLOGY Social Psychology. bisacsh Marketing fast Social media fast Social Media gnd Marketing gnd Dwivedi, Yogesh Kumar, author. Slade, Emma L., author. has work: Social media in the marketing context (Text) https://id.oclc.org/worldcat/entity/E39PCFFDK6J4B9DWDjcCYQfykC https://id.oclc.org/worldcat/ontology/hasWork Print version: Plume, Cherniece J. Social media in the marketing context : a state of the art analysis and future directions. Amsterdam, Netherlands : Chandos Publishing, ©2017 xix, 162 pages Chandos social media series. 9780081017548 Chandos social media series. http://id.loc.gov/authorities/names/no2013020813 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1196966 Volltext FWS01 ZDB-4-EBU FWS_PDA_EBU https://www.sciencedirect.com/science/book/9780081017548 Volltext |
| 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 / Chandos social media series. Front Cover; Social Media in the Marketing Context; Copyright Page; Dedications; Contents; Authors' Biography; Foreword by Professor Ben Lowe; Foreword by Professor Ben Light; Preface; Acronyms; 1 Introduction; References; 2 The New Marketing Environment; 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; 3 Online Brand Communities. 3.1 The Importance of OBCs3.2 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; 4 Culture; 4.1 The Importance of Culture; 4.2 Postmodernism; 4.3 Consumer Culture Theory; 4.4 Tribalism; 4.5 Discussion and Concluding Points; References; 5 Self-Construals; 5.1 Understanding Self-Construals; 5.1.1 Independent Characteristics; 5.1.2 Interdependent Characteristics. 5.2 Differences Between the Self-Construals5.2.1 Need for Uniqueness; 5.2.2 Communities and the "Self"; 5.2.3 Hedonic and Utilitarian Motivations; 5.3 Self-Construals in the New Marketing Environment; 5.4 Discussion and Concluding Points; References; 6 Synthesis and Discussion of Research; 6.1 Current Research; 6.2 Developing Research; 6.3 Methods and Samples; 6.4 Gaps and Areas for Future Research; References; 7 Conclusion; Index; Back Cover. Social media. http://id.loc.gov/authorities/subjects/sh2006007023 Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Social Media https://id.nlm.nih.gov/mesh/D061108 Marketing https://id.nlm.nih.gov/mesh/D040541 Médias sociaux. Marketing. social media. aat marketing. aat PSYCHOLOGY Social Psychology. bisacsh Marketing fast Social media fast Social Media gnd Marketing gnd |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2006007023 http://id.loc.gov/authorities/subjects/sh85081333 https://id.nlm.nih.gov/mesh/D061108 https://id.nlm.nih.gov/mesh/D040541 |
| 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. http://id.loc.gov/authorities/subjects/sh2006007023 Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Social Media https://id.nlm.nih.gov/mesh/D061108 Marketing https://id.nlm.nih.gov/mesh/D040541 Médias sociaux. Marketing. social media. aat marketing. aat PSYCHOLOGY Social Psychology. bisacsh Marketing fast Social media fast Social Media gnd Marketing gnd |
| topic_facet | Social media. Marketing. Social Media Marketing Médias sociaux. social media. marketing. PSYCHOLOGY Social Psychology. Social media |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1196966 https://www.sciencedirect.com/science/book/9780081017548 |
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