Handbook of research on integrating social media into strategic marketing / Nick Hajli, editor.
- 其他作者：
- 主題： Internet marketing. , Marketing--Social aspects. , Social media , Strategic planning. , Brand communities , Brand equity , Customer relationship management , Distributed leadership , Employer branding , Product development strategies , Social commerce , Social network analysis , Sport marketing , Virtual communities of practice
- ISBN： 9781466683549 (ebook) 、 9781466683532
- 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. 10.4018/978-1-4666-8353-2
- 書目註：Includes bibliographical references and index.
-
讀者標籤：
- 系統號： 005224531 | 機讀編目格式
館藏資訊
摘要註
"To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. This book explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic"--Provided by publisher.
內容註
How social commerce emerged: the role of social word of mouth - social commerce / Nick Hajli Co-creating brand value through social commerce / Yichuan Wang, Nick Hajli Online sport brand communities: sport brand communities / Nick Hajli Understanding the use of social media for employer branding / Maxim Viktor Wolf, Julian Mark Sims, Huadong Yang The effects of consumer social media marketing experiences on brand affect and brand equity / Tugba Orten Tugrul Intellectual property rights and social media: copyright in the digital era - social media and copyrights / Hatem Bugshan Value co-creation, social media, and marketing 3.0: towards the search for competitive advantage in firms / Maria Angeles Garcia-Haro, Maria Pilar Martinez-Ruiz, Ricardo Martinez Canas The usage of social media in new product development process: the benefits and the challenges / Rebecca Liu, Aysegul Eda Kop On the relationship between online social support and users' continuance intention: evidence from social network sites / Xiaolin Lin, Dawei Zhang, Yibai Li The neuroscience of social television / Shaun A Seixas [and 3 others] Social media and higher education: direct and indirect marketing / Ivan K. Cohen, Julie Salaber A continuance model for optimized participation in virtual communities / Mohana Shanmugam, Yusmadi Yah Jusoh Social networking sites and marketing strategies / Ying Wu, Malcolm Stewart, Rebecca Liu Understanding customers' behaviour through web data mining models / Valerio Veglio Social network analysis visualization: a Facebook case study / Mohana Shanmugam [and 3 others] Revisiting information systems research in nonprofit context: (non-)adoption 2.0 in a small voluntary club / Ali Eshraghi Customer attitudes towards internet banking and social media on internet banking in the UK / Yen-Yao Wang [and 3 others] Distributed leadership and its applications in health care settings: social media perspective / Vida Farzipour Social media and marketing: the evolution of Tottenham Hotspur Football Club / Ivan K. Cohen Sports marketing and social media / Reza Mohammadkazemi Social media marketing / Vipin K. Nadda, Sumesh Singh Dadwal, Azmat Firdous.