1st Edition
Social Media Marketing Management How to Penetrate Emerging Markets and Expand Your Customer Base
In Emerging Markets & Developing Economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them relatively low-cost opportunity to leapfrog the competition in developed markets. Social media provides enormous opportunities and challenges; the platforms can help users to share personal thoughts and experiences with friends, relations, and business partners instantly. For instance, this could provide users including owners of small or large businesses unlimited opportunities to attract new customers, maintain existing customers more efficiently, low barriers to doing business, create innovative business models, and spur economic development. Firms in EMDES are using social media to influence consumers to expand. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and Twitter create tremendous new growth opportunities for businesses. Powered by social media, the public and private sectors in emerging markets can find leapfrogging solutions and work together to reduce poverty and inequality while boosting economic mobility and prosperity. It is, therefore, not surprising to observe that many firms in EMDEs are incorporating social media metrics into their marketing communications and customer relationship management activities in the quest for reaching and engaging with customers. In view of this, the level of creativity demonstrated in producing the content (e.g., messages, pictures, videos) coupled with the perceived understanding of the shared content are more likely to elicit varying experiences among participants. For instance, features of contents advertised or shared on social media in relation to brands are likely to result in behavioral responses on the part of the customer. Further, the authors found that consumer engagement with brands on a firm’s social media platform is more likely to influence positive user-generated contents on the part of the customer. Such practices could drive and enhance customer-brand relationship. As a result, it is essential for firms and scholars to gain deeper consumer insights on why they use social media, their motivation in participating in online social media engagement practices, and the potential effects of such practices in enhancing brand performance. In this vein, the potential role of social media in marketing management is essential to understand. In addition, the authors advocate for a need to extend research on social media to shed more light on how branded social content influence consumer engagement behaviors. Further, they call for a need to deepen our understanding on the effects of contextual support of firms’ social media platforms on consumer motivations in consuming, searching, sharing, participating, contributing and playing. Also, as businesses embrace social media solutions, new challenges have emerged in the corporate adoption, utilization, integration, and implementation of social media in EMDEs. Hence, the need to provide solutions to tackle the challenges of social media in EMDEs. This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these could be integrated in the firms’ operational activities in creating a competitive advantage. This book seeks to provide practical guidance on the use of social media in the firm’s operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing in both undergraduate and graduate programs as well as executive training for practitioners.
Social Media Marketing in Africa and Other Emerging Economies. 8
Africa’s Social Media Landscape. 10
What is Social Media Marketing?. 13
Successful Social Media Marketing Campaigns from the Global North. 19
AI and Service Marketing Delivery. 21
AI and Social Media Marketing. 24
Successful Social Media Marketing Campaigns from Africa. 26
Social Media Marketing Strategy. 30
Strategic Planning and Social Media Marketing. 31
Why should we take the time to plan?. 34
The Phases of Social Media Marketing Maturity. 35
Social Media Campaigns: The Strategic Planning Process. 40
Identify Social Media Marketing Objectives and Set Budgets. 44
Profile the Target Audience of Social Consumers. 46
Create an Experience Strategy. 48
Managing Social Media Marketing in the Organization. 55
An Organizational Structure to Support social media. 59
Social Media Management Systems. 61
A Framework for Strategic Social Media Marketing. 61
What are the steps in social media marketing strategic planning?. 63
How can organizations structure themselves to support social media marketing?. 64
Social Commerce and the Shopping Process. 69
Social Commerce Strategies. 74
Social Promotions and Partnerships. 74
Types of The Social Commerce Zones. 76
Benefits of Social Commerce. 82
The influence of social media and customer ratings on social shopping. 83
What influences the credibility and authenticity of the reviews and ratings shoppers view?. 83
Best Practices for Leveraging Social Reviews and Ratings. 85
Why Don’t All E-Retailers Offer Reviews and Ratings on Their Sites?. 86
Mobile Ecosystems and Apps in Social Media Marketing. 89
Types of Mobile Network Technologies. 91
Generations of Mobile Network Technologies. 94
Wireless and Mobile Devices. 97
Characteristics of Mobile/Wireless Devices. 97
Benefits of Mobile Devices. 98
Disadvantages of Mobile devices. 98
Mobile Payment Applications. 99
Characteristics of Mobile Payment Methods. 99
Types of Mobile Payment Applications. 99
Mobile Apps and social media. 100
Anthropology (ANT) Approach to social media. 101
Case Studies on Mobile Platforms and Applications. 103
Social Networking Sites: A Focus on Mobile Marketing Strategies. 108
Growth of Mobile Connectivity and Device Use in Developing Economies. 109
The Mobile Connectivity and social media. 110
Anthropology (ANT) Approach to social media. 112
Designing a Mobile Brand Engagement Campaign. 113
Designing Mobile Apps for Mobile Shopping. 114
Mobile Payment Applications. 114
Characteristics of Mobile Payment Methods. 114
Types of Mobile Payment Applications. 114
Buy Buttons and Location Identification on Social Networking Sites. 115
Marketing Strategies: Mobile First, Audience First, and Omnichannel 116
Satisfying Customer Experience on Mobile Devices. 117
Foundations of Mobile Commerce: A Gateway to Engagement in Emerging Markets. 121
Mobile Commerce and Mobile Business. 122
Features and benefits of mobile commerce. 123
Factors that Influence M-commerce Adoption. 127
M-commerce Adopters and Adoption Factors. 127
M-commerce Adopters as Technology Users. 127
M-commerce Adopters as Network Users. 128
M-commerce Adopters as Consumers. 128
Global Trends in M-commerce. 130
Ethical, Social and Legal Issues in M-commerce. 136
Ethics and Ethical issues in M-commerce. 136
Confidentiality and Privacy. 137
Social Issues in M-commerce. 138
Unintended Costs from Virus/malware. 138
Legal Issues in M-commerce. 139
Mobile commerce Transaction. 140
Components of mobile commerce contract 141
M-commerce Guidelines for Security Issues. 141
Emerging Trends in Mobile and M-commerce Crime. 142
Case Studies on M-commerce Crime. 144
SOCIO-CULTURAL AND ETHICAL ASPECTS OF SOCIAL MEDIA MARKETING.. 148
Socio-cultural issues in social media marketing. 149
Ethical issues in social media marketing. 150
Understand how emerging economies utillise social media in marketing strategies. 156
Understand the interplay between social media and marketing in emerging economies. 156
Understand how social media is utilized in specific sectors of the economy. 156
Social Media Marketing and Emerging Markets. 156
The Manufacturing Sector and Social Media Marketing. 157
Agribusiness and social media marketing. 158
Real Estate and social media marketing. 160
Information and communication technology (ICT) sector and social media marketing. 161
Biography
Kofi Osei-Frimpong is a Senior Lecturer in Marketing at the University of Professional Studies, Accra, Ghana. He received his PhD from the University of Strathclyde, Glasgow, UK. Kofi is also a Research Fellow at the Vlerick Business School, Belgium. His research interest includes value co-creation in healthcare service delivery, customer engagement practices, social media use, online live chat and artificial intelligence. He is published in high impact journals such as Journal of Business Research, Information Technology & People, Computers in Human Behavior, Technological Forecasting & Social Change, International Journal of Contemporary Hospitality Management, International Journal of Retail & Distribution Management, Journal of Marketing Theory and Practice, Journal of Service Theory and Practice, Journal of Nonprofit and Public Sector Marketing, and also presented papers at international service research conferences. Robert Ebo Hinson is a Deputy Vice Chancellor at the University of Kigali. He is also an Extraordinary Professor at the Northwest University Business School and Visiting Professor of Marketing at the Lincoln International Business School. He is also a Professor of Marketing at the University of Ghana and has twenty-three monographs and edited volumes to his name. He was ranked in 2021, the leading marketing scholar in Africa (https://www.adscientificindex.com/scientist.php?id=89518). Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. She commenced her career over two decades ago with Citibank Nigeria, before moving to academia. She holds a doctorate in Business Administration (DBA) from Alliance Manchester Business School, UK (Alliance MBS). She is a 2016 Visiting International Fellow, Open University Business School, UK; a 2017 Paul R. Lawrence Fellow, Chicago; guest lecturer at the University of Ghana Business School; and Associate Dean, University of the People, USA. She is Nigeria’s Country Coordinator of Savings Groups for Africa (SG4Africa); co-investigator of a Research England-funded project documenting women’s entrepreneurial tourism efforts in Sub-Saharan Africa; and founder of Empowering African Women, funded through the 2017 Ignition Award of MBS. She was a 2018/2019 Nigerian project team member of IT for Change (India); and an Alpha team member of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company, UK in 2015 and Texas Capital Bank, USA, in 2018. She has published academic books in Marketing and also academic papers in top scholarly journals with her co-authored academic publications winning Best Paper Awards at international conferences in the consecutive years of 2016, 2017, 2018 and 2019. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria. Adeola, the Academic Director of LBS Sales & Marketing Academy. Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia. His research experience covers branding, customer knowledge management, electronic business and commerce and internet application in marketing. Henry has published several articles in reputable journals such as International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing. Henry is also an ad hoc reviewer for several reputable journals. John Paul Basewe Kosiba is a lecturer in the Marketing Department at the University of Professional Studies, Accra (UPSA). His research focuses on branding, consumer behaviour, internet communication, and business ethics in sub-Saharan Africa. In the field of academia, he has taught Marketing, Management and Research-based courses. He is published in high impact journals such as Journal of Business Research, International Journal of Contemporary Hospitality Management, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management, Qualitative Market Research: An International Journal, European Business Review, The Service Industries Journal, Journal of Product & Brand Management among others.
