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Full Description
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 can be integrated in firms' operational activities to create a competitive advantage.
In emerging markets and 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 is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets.
By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions.
This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes.
Contents
Preface
Chapter 1 - The Digital Age and Advent of Social Media
• Introduction
• The Digital Landscape
• The Internet of Things (IoT)
• The Advent of Social Media
• Myths Surrounding Social Media Revolution
• The Role of Social Media in Business Operations
• Social Media Value Chain
• Perspective and Organization of this Text
• Conclusions
Chapter 2- Social Media and Marketing Management
• Introduction
• Review of the Social Media Space
• Channels of Social Media
• The Value of Social Media to Marketing
• Defining Social Media Marketing
• Core Marketing Concepts and Social Media
• Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix
• Social Media Value Chain and Marketing Management
• Firm Orientation toward Social Media
• Social Media Marketing Management Tasks
• Conclusions
Chapter 3 - Strategic Marketing Planning and Social Media
• Introduction
• Marketing and Customer Value
• The Nature of Social Media Marketing
• Determining the Social Media Presence of the Firm
• Defining the Firm's Social Media Objectives
• Determining the Fit between Social Media Marketing Planning and the Overall Firm's Planning Framework
• The Social Media Strategic Marketing Planning Process
• Organizational Structure and Support for Social Media Marketing
• Key Components of an Organizational Social Media Policy
• Conclusions
Chapter 4 - Social Media Research and Consumer Insights
• The Marketing Information System
• Internal Sources
• External Sources
• Social Media Marketing Intelligence
• Analyzing the Marketing Environment
• Importance of Research to Social Media Marketers
• The Social Media Research Process
• Types of Data Used in Social Media Research
• Qualitative Methods in Social Media Research
• Applying Quantitative Methods to Social Media Research
• Research Challenges on Social Media
• Conclusions
Chapter 5 - Understanding Social Consumers
• Introduction
• Understanding Online Consumer Behavior
• The Social Consumer Decision-Making Process
• The Role of Digital Culture in Social Media Consumer Behavior
• Key Psychological Processes of the Social Consumer
• The Social Consumer Learning Process
• Segmenting the Consumer in a Social Media Context
• Understanding the Process of Social Media Consumer Targeting
• The Importance of Social Media Consumer Targeting
• Best Practices for Targeting Social Media Branded Posts
• Conclusions
Chapter 6 - Analyzing the Social Communication Process
• Introduction
• The Basic Model of Communication
• Social Media Marketing Communication and Meaning
• Identifying the Target Social Media Audience
• The Social Consumer Decision Journey
• Cognitive Processing of Social Media Communications
• Analyzing the Social Presence in the Communication Process
• Conclusions
Chapter 7 - Social Networking Sites and Platforms
• Introduction
• Types of Social Media Platforms
• Integrating the Various Social Media Platforms in Customer Interactions
• Social Media Platforms and How they have Evolved in Developing Countries
• Benefits of Marketing with Social Networks
• B2C Marketers and Social Networks
• B2B Marketing and Social Networks
• Understanding how Social Networking Sites are Used in Marketing and Consumer Engagement
• Social Media Platforms and Integrated Marketing Communications
• Best Practices for Marketing with Social Media Platforms
• Conclusions
Chapter 8 - Brand Engagement on Social Media
• Introduction
• Brand Engagement Practices
• Social Media Brand Engagement
• Engagement Entry Strategy: Passive vs Active
• Principles for Success in Social Media Engagement
• Effective Social Media Interaction
• Strategic Tools for Managing Social Media Brand Engagement
• Conclusions
Chapter 9 - Content Creation and Sharing
• Introduction
• Understanding Content Creation and Sharing Techniques
• Blogging, Podcast, Webinar, and the Concept of Video Streaming
• Messaging and Photo Sharing Sites
• Marketing Benefits of this Type of Content
• Successful Tips for Using the Respective Types of Content
• Creative Approaches to Content Creation
• Managing Contents and Sharing
• Marketing with Podcasts, Blogs, Webinars, and Video Streaming
• Content Sharing Capabilities of the Social Networking Sites
• Using Blogs for Personal Branding
• Conclusions
Chapter 10 - Content Marketing on Social Media
• Introduction
• Understanding Content Marketing
• Channels of Social Publishing
• Nature of Social Content Published
• Characteristics of Perceived Content Quality and Value
• The Role of Social Publishing in Social Media Marketing
• Role of Discussion Boards, Social News and Social Bookmarking Sites in Content Promotion
• Publishing and Distributing Articles
• Integrating the Various Social Networking Sites for Content Marketing Effectiveness
• Conclusions
Chapter 11 - Social Commerce
• Introduction
• The Evolution of Social Commerce
• Difference Between Social Commerce and E-Commerce
• Tools for Effective Social Commerce Site Creation
• Managing the Marketing Mix in Social Commerce
• Creating Effective Interactions with Social Consumers
• Role of Ratings and Reviews in Providing Value to Customers and E-Retailers
• Factors Influencing Social Shopping
• Channels of Social Commerce
• Addressing Social Security and Privacy Issues
• Conclusions
Chapter 12 - Mobile Marketing on Social Networking Sites
• Introduction
• Growth of Mobile Connectivity and Device Use in Developing Economies
• Challenges of Mobile Connectivity and Devise Use in Developing Economies
• The Mobile Connectivity and Social Media
• Mobilizing Your Brands
• Designing Mobile Apps for Mobile Shopping
• Buy Buttons and Location Identification on Social Networking Sites
• Marketing Strategies: Mobile First, Audience First, and Omnichannel
• Augmented Reality Marketing
• Satisfying Customer Experience on Mobile Devices
• Conclusions
Chapter 13 - Social and Ethical Aspects of Social Media Marketing
• Introduction
• Overview of Social and Ethical Concerns of Social Media Marketing
• Criticisms of Social and Ethical Issues of Social Media Marketing
• Social and Cultural Consequences
• Social Effects of Social Media Marketing
• Conclusions
Chapter 14 - Understanding Social Media Metrics
• Introduction
• Nature and Importance of Social Media Monitoring
• Tracking Social Media Activities
• Designing Metric Framework for Social Media Marketing
• Choosing the Right Social Media Metrics: both Quantitative and Qualitative
• Measuring the Return on Investment
• Defining Key Performance Indicators
• Using Data Analytics in Determining Social Media Marketing Effectiveness
• Conclusions
Chapter 15 - Tools for Managing Social Media Marketing Efforts
• Introduction
• Understanding and Identifying Types of Social Media Marketing Tools
• Choosing Social Media Marketing Tools for Specific Marketing Activities
• Tools to Develop and Monitor Your Brands
• Single Platform Tools
• Multiple Platform Tools
• Managing the Social Media Marketing Efforts Internally or Externally
• Best Practices for Productivity and Successful Engagement Efforts
• Conclusions
