Contemporary Issues in Social Media Marketing  book cover
1st Edition

Contemporary Issues in Social Media Marketing

ISBN 9781138679184
Published July 26, 2017 by Routledge
348 Pages 49 B/W Illustrations

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Book Description

In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void.

Contemporary Issues in Social Media 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.

Topics include:

• The consumer journey in a social media world

• Social media and customer relationship management (CRM)

• Social media marketing goals and objectives

• Social media and recruitment

• Microblogging strategy

And many more.

The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Table of Contents


Chapter 1 Citizen relationship management by the Government of India through social media channels.

Rajan Gupta, Saibal Pal and Sunil K. Muttoo

Chapter 2 Academia goes social media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of higher education institutions and universities.

Andreas Kaplan

Chapter 3 Integrating community and relationship building into universities’ social media marketing: Implications from a case study.

Jenny Hou

Chapter 4 Social media marketing for B2B: From information to decision to retention.

Roisin Vize and Monique Sherrett

Chapter 5 Social media stakeholder co-creation of celebrities as human brands.

Dave Centeno

Chapter 6 Social recruitment: Investing in social currency.

Arti Sharma and Arunava Ghosh

Chapter 7 The struggle of secrecy, safety, and security of Social Media and Smartphones

Ronald M. Zochalski, Jr.

Chapter 8 Creating, contributing and consuming behaviour: How rational and afffective appeals in social media facilitate engagement

Rebecca Dolan, Jodie Conduit and John Fahy

Chapter 9 Social media engagement and return on engagement.

Ritu Srivastava

Chapter 10 The consumer engagement/return on social media engagement interface: Development of a conceptual model.

Linda D. Hollebeek, Associate Professor, Montpellier Business School/NHH Norwegian School of Economics 

Chapter 11 An unexpected journey: The influence of social media on consumer decision-making.

Wolgang Weitzl and Clemens Hutzinger

Chapter 12 Network based choice formation: A review in the context of online communities.

Shameek Sinha and Sreyaa Guha

Chapter 13 Creepy and intrusive: A consumers’ perspective of online personalized advertisements.

Arlonda Stevens and Casey Newmeyer

Chapter 14 Social media measurement and monitoring.

Mudra Mukesh and Anand Rao

Chapter 15 Attitude towards brands and advertisements: Qualitative and thematic analysis of social media data.

Emmanuel Mogaji and Temitope Farinloye

Chapter 16 Strategizing social media presence.

Francesca Pucciarelli

Chapter 17 Salient role and centrality of trust in social media marketing.

Anil Bhat and Nirankush Datta

Chapter 18 Trust relationships in social networks: A typology of strategies for communication between companies and their consumers.

Zandra Balbinot and Sandrine Prom Tep

Chapter 19 Like-influencer framework: A study of factors influencing click of `Like’ option by users on Facebook.

Rashmi Sharma

Chapter 20 Mechanisms for incentivizing and encouraging online social interactions - an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour.

William Feitosa

Chapter 21 The rise of social media: Implications for emerging markets

Ogechi Adeola

Chapter 22 Profiling youth on the basis of their motivations for social media political participation: Implications for political marketers.

Devinder Pal Singh

Chapter 23 Privacy and information trading on social media applications.

Sandhya Narayanan and Richa Agrawal











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Bikramjit Rishi is Associate Professor of Marketing at the Institute of Management Technology, Ghaziabad, India.

Subir Bandyopadhyay is Professor of Marketing at the School of Business & Economics, Indiana University Northwest, USA.