Social Media in the Marketing Context: A State of the Art Analysis and Future Directions

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing disciplineprovides key areas for future research and recommendations for practitionersshows the importance for marketers of understanding individual behaviour on social media INDICE: 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

• ISBN: 978-0-08-101754-8
• Editorial: Chandos Publishing
• Encuadernacion: Rústica
• Páginas: 250
• Fecha Publicación: 15/10/2016
• Nº Volúmenes: 1
• Idioma: Inglés