Contemporary issues in social media marketing

"Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world's leading specialists in the area. This 2nd edition has been fully updated with new features such as discussion questions, g...

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Bibliographic Details
Other Authors Bandyopadhyay, Subir, 1958- (Editor), Rishi, Bikramjit, 1978- (Editor)
Format Electronic eBook
LanguageEnglish
Published Abingdon, Oxon ; New York, NY : Routledge, 2025.
EditionSecond edition.
Subjects
Internet marketing.
Social media > Marketing.
Social marketing.
Customer relations.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781003412656
1003412653
9781032535692
9781032535708
9781040296202
1040296203
9781040296196
104029619X
1032535695
1032535709
Physical Description1 online resource

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Table of Contents:
  • 1. Social Media Marketing: Trends and Challenges / Bikramjit Rishi and Subir Bandyopadhyay
  • 2. Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach / Ilias Kapareliotis and George Kyparissiadis
  • 3. Unleashing the Potential: How Influencers Drive Digital Content Marketing / Lakshmi Raj and Mallika Sankar M.
  • 4. Social Media Usage in the B2B Context / Nicholas Mathew and Hagai Gringarten
  • 5. Promoting Social Marketing on Social Media: Using TikTok as an Engaging Platform to Reduce Food Waste / Jenny Zhengye Hou and Xuan Li
  • 6. Optimizing User Engagement: The Synergy of Social Media Marketing and UI/UX Design / Hannah Hameed, Mohit Maurya and Mohd Arif
  • 7. The Consumer Journey in a Social Media World / Kruti Sanjaykumar Bhatt
  • 8. Connecting Brands and Influencers: The Case of the Irish Blogger Agency / Róisín Vize
  • 9. Mapping the B2B Customer Journey through Social Media Marketing / Deepa Kapoor, Ruchi Khandelwal and Sujata Khandai
  • 10. Exploring the Impact of Para-Social Interaction: The Consumer Journey in a Social Media World with a Focus on Virtual Influencers / Bingqian Bai, Gianpaolo Vignali, Daniella Ryding, and Delia Vazquez
  • 11. Transitioning from CRM to Social CRM in the Healthcare Industry / Ashim Kumar Ghosh and Manohar Kapse
  • 12. Consumer Persuasion by Chatbots: An Integrative Model of Social Influence / Wolfgang J. Weitzl, Ardion D. Beldad, Gerald Petz and Annmarie Hanlon
  • 13. The Impact of Generational Differences on Target Audience Identification in Social Media Marketing / Manjushree G S and Padmaja D S
  • 14. Social Media's Role in Customer Experience Creation: User-Generated Content Quality vs. Firm-Generated Content Quality / Olli Tyrväinen, Heikki Karjaluoto and Pinja Karjala
  • 15. Augmenting the Analyst: Artificial Intelligence in the Age of Social Media Big Data / Faniza Joshi, Amandeep Kaur and Nidhi Malhotra
  • 16. Leveraging the Role of Social Media Platform Data in Enhancing the Effect of Cause-Related Marketing / Krishna Teja Perannagari and Shaphali Gupta
  • 17. Social Media Renaissance with Audio Content: Bolstering a Personalized Approach / Ruchi Jain and Uday Thareja
  • 18. Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal / Bhavna Sharm, and Nupur Taneja
  • 19. Perceived Source Credibility of Social Media Influencers and Consumer Attitudes toward Brands: An Exploratory Study of Differences between India and the United States / Lubna Nafees, Christy Cook, Atanas Nik Nikolov, and James Stoddard.

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