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Social Media in the Marketing Context : a State of the Art Analysis and Future Directions.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Diego :
Elsevier Science,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.