Contemporary Issues in Social Media Marketing

1.     Social Media Marketing: Trends and Challenges

Bikramjit Rishi and Subir Bandyopadhyay

2.     Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach

Ilias Kapareliotis and George Kyparissiadis

3.     Unleashing the Potential: How Influencers Drive Digital Content Marketing

Lakshmi Raj and Mallika Sankar M.

4.     Social Media Usage in the B2B Context

Nicholas Mathew and Hagai Gringarten

5.     Promoting Social Marketing on Social Media: Using TikTok as an Engaging Platform to Reduce Food Waste

Jenny Zhengye Hou and Xuan Li

6.     Optimizing User Engagement: The Synergy of Social Media Marketing and UI/UX Design

Hannah Hameed, Mohit Maurya and Mohd Arif

7.     The Consumer Journey in a Social Media World

Kruti Sanjaykumar Bhatt

8.     Connecting Brands and Influencers: The Case of the Irish Blogger Agency

Róisín Vize

9.     Mapping the B2B Customer Journey through Social Media Marketing

Deepa Kapoor, Ruchi Khandelwal and Sujata Khandai

10.  Exploring the Impact of Para-Social Interaction: The Consumer Journey in a Social Media World with a Focus on Virtual Influencers

Bingqian Bai, Gianpaolo Vignali, Daniella Ryding, and Delia Vazquez

11.  Transitioning from CRM to Social CRM in the Healthcare Industry

Ashim Kumar Ghosh and Manohar Kapse

12.  Consumer Persuasion by Chatbots: An Integrative Model of Social Influence

Wolfgang J. Weitzl, Ardion D. Beldad, Gerald Petz and Annmarie Hanlon

13.  The Impact of Generational Differences on Target Audience Identification in Social Media Marketing

Manjushree G S and Padmaja D S

14.  Social Media’s Role in Customer Experience Creation: User-Generated Content Quality vs. Firm-Generated Content Quality

Olli Tyrväinen, Heikki Karjaluoto and Pinja Karjala

15.  Augmenting the Analyst: Artificial Intelligence in the Age of Social Media Big Data

Faniza Joshi, Amandeep Kaur and Nidhi Malhotra

16.  Leveraging the Role of Social Media Platform Data in Enhancing the Effect of Cause-Related Marketing

Krishna Teja Perannagari and Shaphali Gupta

17.  Social Media Renaissance with Audio Content: Bolstering a Personalized Approach

Ruchi Jain and Uday Thareja

18.  Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal

Bhavna Sharm, and Nupur Taneja

19.  Perceived Source Credibility of Social Media Influencers and Consumer Attitudes toward Brands: An Exploratory Study of Differences between India and the United States 

Lubna Nafees, Christy Cook, Atanas Nik Nikolov, and James Stoddard

Biography

Subir Bandyopadhyay is a Marketing Professor at Indiana University Northwest, USA. He is a Senior Fulbright Fellow.

Bikramjit Rishi is Professor in Marketing at the School of Management and Entrepreneurship (SME), Shiv Nadar Institution of Eminence (SNIoE), Delhi National Capital Region (NCR), India.

"I am delighted to review the second edition of this book, Contemporary Research in Social Media Marketing. Social media marketing is evolving rapidly, with influencers driving content and shaping consumer journeys. The book's first edition greatly contributed to social media literature. This second edition covers various exciting topics, such as TikTok changing norms and B2B companies leveraging social media for customer engagement, and it contains many case studies, making it ideal as a textbook." 

– Ranjan Kini, Professor of Management Information Systems, Indiana University Northwest

"Contemporary Issues in Social Media Marketing discusses digital marketing across different online approaches and tools. The book uncovers important digital marketing strategies and presents new avenues for research in modern marketing. The book contains many cases, making it ideal for students and business executives.

– Yllka Azemi, Associate Professor of Marketing, Indiana University Northwest