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Social Media in the Marketing Context: A State of the Art Analysis and Future Directions

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by Cherniece J. Plume & Yogesh K. Dwivedi & Emma L. Slade
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Social Media in the Marketing Context: A State of the Art Analysis and Future Directions by Cherniece J. Plume & Yogesh K. Dwivedi & Emma L. Slade

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.

  • 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

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Ebook Details
Pages: 182
Size: 2.5 MB
Publisher: Chandos Publishing
Date published:   2016
ISBN: 2370007640478 (DRM-EPUB)
9780081017579 (DRM-PDF)

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This product is listed in the following categories:

Nonfiction > Social Science
Nonfiction > Language Arts & Disciplines > Library & Information Science
Nonfiction > Computers > Business Software > Business Intelligence Tools

These authors have products in the following categories:

Nonfiction > Computers > Data Transmission Systems > Broadband
Nonfiction > Business & Economics > Information Management
Nonfiction > Business & Economics > Nonprofit Organizations & Charities
Nonfiction > Business & Economics > Government & Business
Nonfiction > Technology
Nonfiction > Business & Economics > Business Ethics
Nonfiction > Medical > Ethics
Nonfiction > Technology > Television & Video
Nonfiction > Computers > Interactive & Multimedia
Nonfiction > Computers > Information Technology
Nonfiction > Computers > Social Aspects
Nonfiction > Education > Computers & Technology
Nonfiction > Education > Distance Education & Learning
Nonfiction > Social Science
Nonfiction > Language Arts & Disciplines > Library & Information Science
Nonfiction > Computers > Business Software > Business Intelligence Tools

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01/19/2017
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