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E-raamat: Contemporary Issues in Social Media Marketing 2nd edition [Taylor & Francis e-raamat]

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  • Formaat: 360 pages, 38 Tables, black and white; 25 Line drawings, black and white; 25 Illustrations, black and white
  • Ilmumisaeg: 03-Feb-2025
  • Kirjastus: Routledge
  • ISBN-13: 9781003412656
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Contemporary Issues in Social Media Marketing 2nd editionSuurem pilt
  • Formaat: 360 pages, 38 Tables, black and white; 25 Line drawings, black and white; 25 Illustrations, black and white
  • Ilmumisaeg: 03-Feb-2025
  • Kirjastus: Routledge
  • ISBN-13: 9781003412656
Teised raamatud teemal:
Taylor & Francis e-raamatudRohkem infot Taylor & Francis e-raamatute kohta
Raamatu kodulehekülg: https://www.taylorfrancis.com/books/9781003412656

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. This text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and 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, global case studies and examples, and material reflecting the key trends in the field, including:

  • The growth in user-generated content.
  • The growing influence of AI in content creation, including virtual influencers.
  • The development and utilization of social media analytics.
  • The use of social media as the primary search engine.
  • The relationship between social media and the customer experience of the brand.

Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners.

Preface.
1. Social media marketing: Trends and challenges
2. Aspects of social media engagement for luxury brands: A case study approach
3. Unleashing the potential: How influencers drive digital content marketing
4. Social media usage in the B2B context
5. Promoting Social Marketing on Social Media: Using TikTok as an engaging platform to reduce food waste
6. Optimizing user engagement: The synergy of social media marketing and UI/UX design
7. Consumer journey in a social media world
8. Connecting brands and influencers: The case of the Irish blogger agency
9. Mapping B2B customer journey through social media marketing
10. Exploring the impact of para-social interaction: The consumer journey in a social media world with a focus on virtual influencers
11. Transitioning from CRM to Social CRM in the healthcare industry
12. Consumer persuasion by chatbots: An integrative model of social influence
13. The impact of generational differences on target audience identification in social media marketing
14. Social media's role in customer experience creation: User-generated content quality vs. firm-generated content quality
15. Augmenting the analyst: Artificial Intelligence in the age of social media big data
16. Leveraging the role of social media platform data in enhancing the effect of cause-related marketing
17. social media renaissance with audio content: bolstering a personalized approach
18. Influencer marketing and customer engagement through social media: A promising avenue in a new normal
19. Perceived source credibility of social media influencers and consumer attitudes towards the brand: An exploratory study of differences between India and the United States

Subir Bandyopadhyay is a Marketing Professor at Indiana University Northwest, USA. He is a Senior Fulbright Fellow.

Bikramjit Rishi is Professor in Marketing at the School of Management and Entrepreneurship (SME), Shiv Nadar Institution of Eminence (SNIoE), Delhi National Capital Region (NCR), India.
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