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Social media in the marketing context: a state of the art analysis and future directions

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Bibliographic Details
Main Authors:	Plume, Cherniece J. (Author), Dwivedi, Yogesh Kumar (Author), Slade, Emma L. (Author)
Format:	Electronic eBook
Language:	English
Published:	Cambridge, MA Chandos Publishing [2017]
Series:	Chandos social media series
Subjects:	Social media Marketing Social media > Economic aspects Kundenanalyse Online-Marketing Social Media
Links:	https://ebookcentral.proquest.com/lib/fhws/reader.action?docID=4697994 https://ebookcentral.proquest.com/lib/fhws/reader.action?docID=4697994 http://proquest.tech.safaribooksonline.de/9780081017579 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029379129&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Item Description:	Description based on online resource; title from title page (Safari, viewed November 15, 2016)
Physical Description:	1 online resource (184 Seiten) illustrations
ISBN:	9780081017579 008101757X 9780081017548

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Record in the Search Index

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adam_text	Titel: Social media in the marketing context Autor: Plume, Cherniece J Jahr: 2017 CONTENTS Authors Biography ix Foreword by Professor Ben Lowe xi Foreword by Professor Ben Light xiii Preface xv Acronyms xix 1. Introduction 1 References 4 2. The New Marketing Environment 7 2.1 Stirring Up the Marketing Mix 7 2.2 Defining Social Media 10 2.3 Frameworks, Metrics, and Measurement of Social Media 11 2.4 Structure and Networks 14 2.5 Relationships 15 2.6 Co-creation 16 2.7 Power and eWOM 18 2.8 Social Commerce 20 2.9 Multiple Platforms 21 2.10 Discussion and Concluding Points 26 References 31 3. Online Brand Communities 41 3.1 The Importance of OBCs 41 3.2 Traditional Versus OBCs 43 3.3 Engagement and Interaction 45 3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs 50 3.5 Consumption Values 55 3.6 Consumer Characteristics 56 3.7 Motivation 59 3.8 Discussion and Concluding Points 63 References 69 4. Culture 79 4.1 The Importance of Culture 79 4.2 Postmodernism 81 VII viii Contents 4.3 Consumer Culture Theory 83 4.4 Tribaiism 84 4.5 Discussion and Concluding Points 86 References 89 5, Self-Construals 93 5.1 Understanding Self-Construals 93 5.2 Differences Between the Self-Construals 97 5.3 Self-Construal in the New Marketing Environment 110 5.4 Discussion and Concluding Points 113 References 118 6, Synthesis and Discussion of Research 129 6.1 Current Research 129 6.2 Developing Research 133 6.3 Methods and Samples 136 6.4 Gaps and Areas for Future Research 140 References 145 7, Conclusion 155 Index 159
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spellingShingle	Plume, Cherniece J. Dwivedi, Yogesh Kumar Slade, Emma L. Social media in the marketing context a state of the art analysis and future directions Social media Marketing Social media Economic aspects Kundenanalyse (DE-588)4304338-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd
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title	Social media in the marketing context a state of the art analysis and future directions
title_auth	Social media in the marketing context a state of the art analysis and future directions
title_exact_search	Social media in the marketing context a state of the art analysis and future directions
title_full	Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade
title_fullStr	Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade
title_full_unstemmed	Social media in the marketing context a state of the art analysis and future directions Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade
title_short	Social media in the marketing context
title_sort	social media in the marketing context a state of the art analysis and future directions
title_sub	a state of the art analysis and future directions
topic	Social media Marketing Social media Economic aspects Kundenanalyse (DE-588)4304338-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd
topic_facet	Social media Marketing Social media Economic aspects Kundenanalyse Online-Marketing Social Media
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