Social Media in the Marketing Context A State of the Art Analysis and Future Directions
Auteurs : Plume Cherniece J., Dwivedi Yogesh K., Slade Emma L.
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.
Chapter 1. Introduction
Chapter 2. The New Marketing Environment
Chapter 3. Online Brand Communities
Chapter 4. Culture
Chapter 5. Self-Construals
Chapter 6. Synthesis and Discussion of Research
Chapter 7. Conclusion
Yogesh K. Dwivedi is a Professor of Digital and Social Media and Director of Research in the School of Management at Swansea University, Wales, UK. His research interests are in the area of Information Systems (IS) including the adoption and diffusion of emerging ICTs and digital and social media marketing. He has published more than 100 articles in a range of leading academic journals and conferences. He has co-edited more than 15 books on technology adoption, e-government and IS theory and had them published by international publishers such as Springer, Routledge, and Emerald. He acted as co-editor of fourteen special issues; organised tracks, mini-tracks and panels in leading conferences; and served as programme co-chair of IFIP WG 8.6 Conference. He is Associate Editor of European Journal of Marketing and, Assistant Editor of JEIM and TGPPP and Senior Editor of Journal of Electronic Commerce Research.
Emma L. Slade is Deputy Director of Postgraduate Research in the School of Management, Swansea University. She has a PhD and MSc with Distinction in Business Management. Emma is working on a variety of research topics across marketing and information systems, including engagement with political parties on social me
- includes extensive literature search on social media in the context of the marketing discipline
- provides key areas for future research and recommendations for practitioners
- shows the importance for marketers of understanding individual behaviour on social media
Date de parution : 09-2016
Ouvrage de 182 p.
15x22.8 cm