Social media in the marketing context : a state of the art analysis and future directions / Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade.
Material type:
TextSeries: Chandos social media seriesPublisher: Amsterdam : Chandos Publishing, [2017]Copyright date: ℗♭2017Description: xix, 162 pagesContent type: text Media type: computer Carrier type: online resourceISBN: 9780081017579 (ebook)Subject(s): Social media | Internet marketing | Marketing -- Technological innovations | Business and Management | Business & Management | Sales & marketing | Enterprise software | Social & ethical issues | Library, archive & information management | Society & culture: general | Operational researchGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9780081017548Summary: 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.
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Includes bibliographical references and index.
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.
Also available in printed form ISBN 9780081017548
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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