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Social media marketing : emerging concepts and applications

Author: Githa Heggde; G Shainesh
Publisher: Singapore : Palgrave Macmillan, [2018]. ©2018
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Githa Heggde; G Shainesh
ISBN: 9789811053238 9811053235
OCLC Number: 1023425749
Notes: Includes index.
Description: 1 online resource : illustrations.
Contents: Intro; Preface; Part I: Conceptual Issues in Social Media; Part II: Understanding Digital Consumers; Part III: Integrating Social Media into Marketing; Part IV: Social Media Applications and Case Studies; Intended Audience; Acknowledgements; Contents; Notes on Editors and Contributors; List of Figures; List of Tables; Part I: Conceptual Issues in Social Media; Chapter 1: How Social Media Will Impact Marketing Media; Introduction; Social Media: Platforms and Use; Word of Mouth (WOM) Versus Social Media WOM; Emergence of WOM; WOM Marketing: The Holy Grail of Marketing; Who Is in Charge? WOM on Social MediaWho Is in Charge?; The Future of Marketing Media; Impact on Marketing; No More Segmentation, Targeting, and Positioning (STP); Affordability Is the New Reality; Social Media Addiction; The Growth of Virtual Communities; Create Your Own Channel; Users as Producers and Promoters; Rise of Media Deviancy; Conclusion; References; Chapter 2: Social Media Marketing: Evolution and Change; Background of the Study; Purpose; Methodology; Findings; Defining Social Media; Relevance of Social Media in Marketing; Understanding Marketing Communication on Social Media Underlying Themes in Social Media ResearchDiscussion; Consumer Engagement on Social Media; Consumer Preferences and Perceptions of Different Social Media Platforms; Profile of Consumers Engaging with Brands on Social Media; Concluding Remarks; References; Chapter 3: Uniqueness of Social in the Overall SMAC Stack; Introduction; What Is the SMAC Stack?; Five Core Differences Between Social and the Remaining SMAC Stack; Built-In Human Element; Absence of a Commercial Vendor Network; Lack of Investment Intensity; Exogenous Elements Drive Scaling/Growth; Data Conditioning Is Key Implications for BusinessConclusion; References; Chapter 4: Lifecycle of Information on the Web: Implications for Aggregator Sites; Introduction; Context and Concepts; Recommendations; Mavens, Connectors and Salesmen on the Internet; Competition During Early Days (in the Information Lifecycle); Strategic Implication from Survey Analysis; Strategic Implications on Content Creation Based on the Study of Viral Media; Strategic Implications of the Wikipedia Event PageView Analysis; References; Chapter 5: Shadow Side of Social Media Marketing: A User's Perspective IntroductionSystematic Literature Review: Dark Side of Social Media Marketing; Actors in the Social Media Marketing Ecosystem; Typology of Constraints; Intended Constraints; Identified Structural Cause: Lack of Transparency and Legitimacy; Identified Symptom 1: Illegal and Hazardous Marketing; Identified Symptom 2: Cyberturfing; Identified Symptom 3: Cyborgs, Splogging, and Crowdturfing; Unintended Constraints; Identified Behavioral Cause: Development of Negative Affect, Cognition and Behavior Among Users; Symptom 1: Powerless and Vulnerable Users
Responsibility: Githa Heggde, G. Shainesh, editors.

Abstract:

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to "hear" about customer priorities and concerns on company managed channels as well as third party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

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