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Competitive social media marketing strategies /

"This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--...

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Bowen, Gordon, 1950- (Editor); Ozuem, Wilson, 1974- (Editor)
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2016]
Literature type: eBook
Language: English
Subjects:
Internet marketing > Social aspects.
Online social networks.
Social media.
Marketing > Social aspects.
Customer retention
Customer value
Industry applications
Mobile applications
Online service failures
Stakeholder engagement
User-generated content
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-9776-8
Summary: "This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--Provided by publisher.
Carrier Form: PDFs (317 pages) : illustrations
Bibliography: Includes bibliographical references and index.
ISBN: 9781466697775
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.36
Contents: Digital marketing strategy for affinity marketing: utilising the new marketing arena / Aster Mekonnen -- Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique / Geoffrey B. Webster, Margee Hume -- User-generated content and perceived customer value / Wilson Ozuem, Celia Almeida Pinho, Yllka Azemi -- Loyalty strategy and social-CRM: how consumers adhere to the tools / Nedra Bahri-Ammari, Slim Mraidi -- Social media: strategic decision making tool / Gordon Bowen, Deidre Bowen -- Online service failure and recovery strategy: the mediating role of social media / Yllka Azemi, Wilson Ozuem -- State fragility and stakeholder engagement: new media and stakeholders' voice amplification in the Nigerian petroleum industry / Uzoechi Nwagbara, Emeka Smart Oruh, Carlton Brown -- Basics of mobile marketing strategy / Wilson Ozuem, Bibi Nafiisah Mulloo -- The roles of social media marketing and brand management in global marketing / Kijpokin Kasemsap -- Using social media marketing for competitive advantage / Amir Manzoor -- Search engine marketing: an outlining of conceptualization and strategic application / Azizul Hassan, Sumesh S. Dadwal -- The intersection of social media and customer retention in the luxury beauty industry / Ellen Stokinger, Wilson Ozuem.

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