Social media marketing : emerging concepts and applications

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 stil...

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Bibliographic Details
Other Authors: Heggde, Githa, (Editor), Shainesh, G., (Editor)
Format: eBook
Language: English
Published: Singapore : Palgrave Macmillan, [2018]
Subjects:
internetový marketing > ekonomické aspekty
sociální média
Internet marketing
social media > economic aspects
elektronické knihy
monografie
electronic books
monographs
ISBN: 9789811053238
9789811053221
Physical Description: 1 online zdroj : ilustrace

Cover

Table of contents

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020 |a 9789811053238  |q (ebook) 
020 |z 9789811053221 
035 |a (OCoLC)1023425749 
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072 7 |a 658  |x Řízení a správa podniku  |2 Konspekt  |9 4 
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080 |a 33  |2 MRF 
080 |a (048.8)  |2 MRF 
080 |a (0.034.2:08)   |2 MRF 
245 0 0 |a Social media marketing :  |b emerging concepts and applications /  |c Githa Heggde, G. Shainesh, editors. 
264 1 |a Singapore :  |b Palgrave Macmillan,  |c [2018] 
264 4 |c ©2018 
300 |a 1 online zdroj :  |b ilustrace 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
500 |a Includes index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
520 |a 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.- Resumé vydavatel 
590 |a eBooks on EBSCOhost  |b All EBSCO eBooks 
650 0 7 |a internetový marketing  |x ekonomické aspekty  |2 czenas  |7 ph137251 
650 0 7 |a sociální média  |2 czenas  |7 ph634112 
650 0 9 |a Internet marketing  |2 eczenas 
650 0 9 |a social media  |x economic aspects  |2 eczenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 7 |a monografie  |7 fd132842  |2 czenas 
655 9 |a electronic books  |2 eczenas 
655 9 |a monographs  |2 eczenas 
700 1 |a Heggde, Githa,  |e editor. 
700 1 |a Shainesh, G.,  |e editor. 
776 0 8 |i Print version :  |z 9789811053221 
856 4 0 |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1709224&authtype=ip,shib&custid=s3936755  |y Plný text 
942 |2 udc 
992 |c EBOOK-TN  |c EBSCO 

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