Computer-mediated marketing strategies : social media and online brand communities / Gordon Bowen and Wilson Ozuem, editor.
- 其他作者：
- 主題： Internet marketing--Social aspects. , Online social networks , Social media , Marketing--Social aspects. , Competitive advantage , Consumer behavior , Digital engagement , Digital marketing communications , Future trends in social networks , Retail store front , Stakeholder interaction , Web analytics
- ISBN： 9781466665965 (ebook) 、 9781466665958 、 9781466665989
- URL：
電子書
- 一般註：Content Type: text Media type: electronic Carrier type: online resource Restricted to subscribers or individual electronic text purchasers. 10.4018/978-1-4666-6595-8
- 書目註：Includes bibliographical references.
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讀者標籤：
- 系統號： 005224483 | 機讀編目格式
館藏資訊
摘要註
"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--Provided by publisher.
內容註
Social media and online brand communities / Madina Ansarin, Wilson Ozuem Digital governance and social media engagement / Tobias Endress Brand trust in offline and online environments: lessons for social media / Gordon Bowen, Richard Bowen Consumer attitudes toward online video game purchases / Wilson Ozuem, Michael Borrelli Social media and SMEs in transition countries / Yllka Azemi, Wilson Ozuem What social media marketing content is best to engage consumers?: a content analysis of Facebook brand pages / Chedia Dhaoui Interactivity: the concept and its dimensions / Wang Hui, Vipin Nadda Stakeholder interaction for sustainability: the impact of social media on Nigeria's oil and gas industry / Uzoechi Nwagbara Social media and customer retention: implications for the luxury beauty industry / Ellen Stokinger, Wilson Ozuem Defining the role of social media as a contemporary local area marketing technique in franchising / Geoffrey Webster, Margee Hume Social media and its implications for marketing communications / Irina Yankova, Wilson Ozuem Facets and dimensions of online social gambling: refining tools for marketing communications / Jason Prasad, Wilson Ozuem Mobile phone purchases and the consumer decision-making process: the role of Facebook online advertising / Jialin Hardwick, Lauriane Delarue, Barry Ardley, Nick Taylor.