Social media in the marketing context : a state of the art analysis and future directions /

Mostrar otras versiones (2)

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...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Plume, Cherniece J. (Autor), Dwivedi, Yogesh Kumar (Autor), Slade, Emma L. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Amsterdam : Chandos Publishing, [2017]
Colección:Chandos social media series.
Temas:
Social media.
Marketing.
Social Media
Marketing
M�edias sociaux.
social media.
marketing.
PSYCHOLOGY > Social Psychology.
Acceso en línea:Texto completo

MARC

LEADER 00000cam a2200000 i 4500
001 SCIDIR_ocn961341094
003 OCoLC
005 20231120112148.0
006 m o d
007 cr cnu||||||||
008 161010t20172017ne ob 001 0 eng d
040 |a IDEBK  |b eng  |e rda  |e pn  |c IDEBK  |d OCLCO  |d N$T  |d EBLCP  |d YDX  |d TEFOD  |d OCLCQ  |d OCLCF  |d IDEBK  |d OCLCQ  |d OPELS  |d COO  |d UPM  |d OCLCQ  |d OTZ  |d OCLCQ  |d VLB  |d OCLCQ  |d VT2  |d GBVCP  |d OCLCO  |d NRC  |d U3W  |d UOK  |d RRP  |d BRX  |d OCLCQ  |d WYU  |d OCLCA  |d LQU  |d OCLCA  |d OCLCQ  |d S2H  |d OCLCO  |d OCLCQ  |d SFB  |d INARC  |d OCLCQ 
019 |a 959953728  |a 960029848  |a 960091501  |a 960165445  |a 964546147  |a 964861097  |a 965729783  |a 1105173539  |a 1105563182 
020 |a 008101757X  |q (electronic bk.) 
020 |a 9780081017579  |q (electronic bk.) 
020 |z 0081017545 
020 |z 9780081017548 
035 |a (OCoLC)961341094  |z (OCoLC)959953728  |z (OCoLC)960029848  |z (OCoLC)960091501  |z (OCoLC)960165445  |z (OCoLC)964546147  |z (OCoLC)964861097  |z (OCoLC)965729783  |z (OCoLC)1105173539  |z (OCoLC)1105563182 
050 4 |a HM742  |b .P586 2017 
072 7 |a PSY  |x 031000  |2 bisacsh 
082 0 4 |a 302.231  |2 23 
100 1 |a Plume, Cherniece J.,  |e author. 
245 1 0 |a Social media in the marketing context :  |b a state of the art analysis and future directions /  |c Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade. 
264 1 |a Amsterdam :  |b Chandos Publishing,  |c [2017] 
264 4 |c �2017 
300 |a 1 online resource (xix, 162 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
490 1 |a Chandos Social Media Series 
504 |a Includes bibliographical references and index. 
588 0 |a Print version record. 
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. 
650 0 |a Marketing. 
650 2 |a Social Media  |0 (DNLM)D061108 
650 2 |a Marketing  |0 (DNLM)D040541 
650 6 |a M�edias sociaux.  |0 (CaQQLa)000258927 
650 6 |a Marketing.  |0 (CaQQLa)201-0070166 
650 7 |a social media.  |2 aat  |0 (CStmoGRI)aat300312269 
650 7 |a marketing.  |2 aat  |0 (CStmoGRI)aat300054673 
650 7 |a PSYCHOLOGY  |x Social Psychology.  |2 bisacsh 
650 7 |a Marketing.  |2 fast  |0 (OCoLC)fst01010167 
650 7 |a Social media.  |2 fast  |0 (OCoLC)fst01741098 
650 7 |a Social Media  |2 gnd  |0 (DE-588)4639271-3 
650 7 |a Marketing  |2 gnd  |0 (DE-588)4037589-4 
700 1 |a Dwivedi, Yogesh Kumar,  |e author. 
700 1 |a Slade, Emma L.,  |e author. 
776 0 8 |i Print version:  |a Plume, Cherniece J.  |t Social media in the marketing context : a state of the art analysis and future directions.  |d Amsterdam, Netherlands : Chandos Publishing, �2017  |h xix, 162 pages  |k Chandos social media series.  |z 9780081017548 
830 0 |a Chandos social media series. 
856 4 0 |u https://sciencedirect.uam.elogim.com/science/book/9780081017548  |z Texto completo 

Ejemplares similares