Social media in the marketing context : a state of the art analysis and future directions /: a state of the art analysis and future directions. (2016)

• Record Type: Book
• Further Information: Note: Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade.
• Authors: Plume, Cherniece J; Dwivedi, Yogesh Kumar; Slade, Emma L
• Contents: 1. Introduction 2. The New Marketing Environment a. Defining Social Media b. The addition of social media to the traditional marketing mix c. Frameworks, metrics and measurement d. Structure and Networks e. Relationships f. Multiple platforms g. Co-creation h. Power and eWOM i. Social commerce 3. Online Brand Communities a. Importance of online brand communities b. Traditional vs. online brand communities c. Engagement and interaction d. Heterogeneity, delocalisation and individualised consumers in online brand communities e. Consumption values f. Consumer characteristics g. Motivation h. Reference group influence 4. Culture a. Importance of culture b. Postmodernism c. Tribalism 5. Self-construals a. Understanding self-construals b. Independent self-construal c. Interdependent self-construal d. Differences between self-construals e. Need for Uniqueness f. Communities and the ‘self’ g. Hedonic and Utilitarian Motivations h. Self-construals in the social media environment 6. Shortcomings of relevant literature and future research a. Current research b. Developing research c. Methods and samples d. Future research directions 7. Conclusions
• Publisher Details: Oxford : Chandos Publishing
• Publication Date: 2016
• Extent: 1 online resource
• Subjects: 659.144; Social media; Internet marketing; Marketing -- Technological innovations
• Languages: English
• ISBNs: 9780081017579
• Related ISBNs: 9780081017548
• Notes: Note: Description based on CIP data; item not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.