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Handbook of research on integrating social media into strategic marketing

Author: Nick Hajli
Publisher: Hershey, PA : Business Science Reference, An imprint of IGI Global, [2015]
Series: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. This book explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Handbook of research on integrating social media into strategic marketing.
Hershey, PA : Business Science Reference, An imprint of IGI Global, [2015]
(DLC) 2015006726
(OCoLC)904755984
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nick Hajli
ISBN: 9781466683549 1466683546
OCLC Number: 911497604
Description: 1 online resource (xxii, 438 pages).
Contents: How social commerce emerged: the role of social word of mouth --
social commerce / Nick Hajli --
Co-creating brand value through social commerce / Yichuan Wang, Nick Hajli --
Online sport brand communities: sport brand communities / Nick Hajli --
Understanding the use of social media for employer branding / Maxim Viktor Wolf, Julian Mark Sims, Huadong Yang --
The effects of consumer social media marketing experiences on brand affect and brand equity / Tugba Orten Tugrul --
Intellectual property rights and social media: copyright in the digital era --
social media and copyrights / Hatem Bugshan --
Value co-creation, social media, and marketing 3.0: towards the search for competitive advantage in firms / Maria Angeles Garcia-Haro, Maria Pilar Martinez-Ruiz, Ricardo Martinez Canas --
The usage of social media in new product development process: the benefits and the challenges / Rebecca Liu, Aysegul Eda Kop --
On the relationship between online social support and users' continuance intention: evidence from social network sites / Xiaolin Lin, Dawei Zhang, Yibai Li --
The neuroscience of social television / Shaun A Seixas [and 3 others] --
Social media and higher education: direct and indirect marketing / Ivan K. Cohen, Julie Salaber --
A continuance model for optimized participation in virtual communities / Mohana Shanmugam, Yusmadi Yah Jusoh --
Social networking sites and marketing strategies / Ying Wu, Malcolm Stewart, Rebecca Liu --
Understanding customers' behaviour through web data mining models / Valerio Veglio --
Social network analysis visualization: a Facebook case study / Mohana Shanmugam [and 3 others] --
Revisiting information systems research in nonprofit context: (non- )adoption 2.0 in a small voluntary club / Ali Eshraghi --
Customer attitudes towards internet banking and social media on internet banking in the UK / Yen-Yao Wang [and 3 others] --
Distributed leadership and its applications in health care settings: social media perspective / Vida Farzipour --
Social media and marketing: the evolution of Tottenham Hotspur Football Club / Ivan K. Cohen --
Sports marketing and social media / Reza Mohammadkazemi --
Social media marketing / Vipin K. Nadda, Sumesh Singh Dadwal, Azmat Firdous.
Series Title: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Responsibility: Nick Hajli, Newcastle University Business School, UK.

Abstract:

"To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. This book explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic"--Provided by publisher.

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