Social Media in the Marketing Context: A State of the Art Analysis and Future Directions addresses social media from a marketing perspective, highlighting how it can be seen as the marketing environment rather than merely a tool, giving increasingly individualized consumers the ability to demand more from brands in terms of unique experiences. These individual experiences are guided by how a consumer views themselves in relation to others, known as self-construal, which is also discussed be emphasized.
- Addresses social media from a marketing perspective
- Highlights how social media can be seen in the marketing environment
- Provides a unique perspective by highlighting the importance of the individual differences of consumers
- Explores social media that can be used for academic development and research around the topic
Papildus informācija
This book provides perspectives on social media, looking at it from the marketing environment rather than as a tool for marketers
| Authors' Biography |
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ix | |
| Foreword |
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xi | |
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| Foreword |
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xiii | |
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| Preface |
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xv | |
| Acronyms |
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xix | |
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1 | (6) |
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4 | (3) |
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2 The New Marketing Environment |
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7 | (34) |
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2.1 Stirring Up the Marketing Mix |
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7 | (3) |
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2.2 Defining Social Media |
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10 | (1) |
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2.3 Frameworks, Metrics, and Measurement of Social Media |
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11 | (3) |
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2.4 Structure and Networks |
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14 | (1) |
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15 | (1) |
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16 | (2) |
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18 | (2) |
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20 | (1) |
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21 | (5) |
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2.10 Discussion and Concluding Points |
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26 | (15) |
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31 | (10) |
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3 Online Brand Communities |
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41 | (38) |
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3.1 The Importance of OBCs |
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41 | (2) |
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3.2 Traditional Versus OBCs |
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43 | (2) |
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3.3 Engagement and Interaction |
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45 | (5) |
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3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs |
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50 | (5) |
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55 | (1) |
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3.6 Consumer Characteristics |
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56 | (3) |
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59 | (4) |
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3.8 Discussion and Concluding Points |
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63 | (16) |
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69 | (10) |
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79 | (14) |
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4.1 The Importance of Culture |
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79 | (2) |
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81 | (2) |
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4.3 Consumer Culture Theory |
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83 | (1) |
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84 | (2) |
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4.5 Discussion and Concluding Points |
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86 | (7) |
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89 | (4) |
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93 | (36) |
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5.1 Understanding Self-Construals |
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93 | (4) |
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5.2 Differences Between the Self-Construals |
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97 | (13) |
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5.3 Self-Construal in the New Marketing Environment |
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110 | (3) |
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5.4 Discussion and Concluding Points |
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113 | (16) |
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118 | (11) |
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6 Synthesis and Discussion of Research |
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129 | (26) |
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129 | (4) |
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133 | (3) |
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136 | (4) |
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6.4 Gaps and Areas for Future Research |
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140 | (15) |
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145 | (10) |
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155 | (4) |
| Index |
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159 | |
Cherniece J. Plume is a PhD researcher in Business Management at Swansea University School of Management. She has an MSc in Marketing and BA (Hons) in Event Management from The University of South Wales. She has a background in the marketing and events sector, collaborating on a variety of projects with a number of organisations. In addition to work in industry Cherniece has also lectured in Business Research and Marketing Communications at the University of South Wales. Cherniece was an editor for the Journal of Leadership, Workplace Innovation and Engagement and Chair of the University of South Wales Marketing Chapter. Her research interests include consumer behaviour, consumer psychology, construction of self-concept and social media marketing. Yogesh K. Dwivedi is a Professor of Digital and Social Media and Director of Research in the School of Management at Swansea University, Wales, UK. His research interests are in the area of Information Systems (IS) including the adoption and diffusion of emerging ICTs and digital and social media marketing. He has published more than 100 articles in a range of leading academic journals and conferences. He has co-edited more than 15 books on technology adoption, e-government and IS theory and had them published by international publishers such as Springer, Routledge, and Emerald. He acted as co-editor of fourteen special issues; organised tracks, mini-tracks and panels in leading conferences; and served as programme co-chair of IFIP WG 8.6 Conference. He is Associate Editor of European Journal of Marketing and, Assistant Editor of JEIM and TGPPP and Senior Editor of Journal of Electronic Commerce Research. Emma L. Slade is Deputy Director of Postgraduate Research in the School of Management, Swansea University. She has a PhD and MSc with Distinction in Business Management. Emma is working on a variety of research topics across marketing and information systems, including engagement with political parties on social media, consumer forgiveness, adoption of mobile payments, innovation through big open linked data, and diffusion of green IT/IS. Emma has published articles in a number of highly regarded journals including Computers and Human Behaviour, Psychology & Marketing, Journal of Strategic Marketing, and Journal of Computer Information systems.
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