Contemporary Issues in Social Media Marketing
eBook - ePub

Contemporary Issues in Social Media Marketing

  1. 316 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Contemporary Issues in Social Media Marketing

About this book

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 second 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.

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Yes, you can access Contemporary Issues in Social Media Marketing by Subir Bandyopadhyay,Bikramjit Rishi in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2025
eBook ISBN
9781040296202
Topic
Business
Subtopic
Digital Marketing
Index
Business

Table of contents

  1. Cover Page
  2. Endorsement Page
  3. Half Title page
  4. Title Page
  5. Copyright Page
  6. Contents
  7. Contributors
  8. Preface
  9. Acknowledgements
  10. 1 Social Media Marketing: Trends and Challenges
  11. 2 Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach
  12. 3 Unleashing the Potential: How Influencers Drive Digital Content Marketing
  13. 4 Social Media Usage in the B2B Context
  14. 5 Promoting Social Marketing on Social Media: Using TikTok as an Engaging Platform to Reduce Food Waste
  15. 6 Optimizing User Engagement: The Synergy of Social Media Marketing and UI/UX Design
  16. 7 The Consumer Journey in a Social Media World
  17. 8 Connecting Brands and Influencers: The Case of the Irish Blogger Agency
  18. 9 Mapping the B2B Customer Journey through Social Media Marketing
  19. 10 Exploring the Impact of Para-Social Interaction: The Consumer Journey in a Social Media World with a Focus on Virtual Influencers
  20. 11 Transitioning from CRM to Social CRM in the Healthcare Industry
  21. 12 Consumer Persuasion by Chatbots: An Integrative Model of Social Influence
  22. 13 The Impact of Generational Differences on Target Audience Identification in Social Media Marketing
  23. 14 Social Media’s Role in Customer Experience Creation: User-Generated Content Quality vs. Firm-Generated Content Quality
  24. 15 Augmenting the Analyst: Artificial Intelligence in the Age of Social Media Big Data
  25. 16 Leveraging the Role of Social Media Platform Data in Enhancing the Effect of Cause-Related Marketing
  26. 17 Social Media Renaissance with Audio Content: Bolstering a Personalized Approach
  27. 18 Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal
  28. 19 Perceived Source Credibility of Social Media Influencers and Consumer Attitudes toward Brands: An Exploration of Differences between India and the United States
  29. Index