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Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity

Book Description

Social media platforms have emerged as an influential and popular tool in the digital era. No longer limited to just personal use, the applications of social media have expanded in recent years into the business realm. Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity examines the role of social media technology in organizational settings to promote business development and growth. Highlighting a range of relevant discussions from the public and private sectors, this book is a pivotal reference source for professionals, researchers, upper-level students, and academicians.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  6. Foreword
  7. Preface
  8. Introduction
    1. THE STRATEGIC ROLE OF SOCIAL MEDIA: EMERGING TRENDS AND OPEN RESEARCH
    2. CONCLUDING REMARKS
    3. REFERENCES
  9. Chapter 1: The Management and Performance of Social Media Initial Public Offerings (IPOs)
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. THE CASE FOR INVESTING IN SOCIAL MEDIA AND THEIR PUBLIC OFFERINGS
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
    10. ENDNOTE
    11. APPENDIX
  10. Chapter 2: Strategic Role of Consumer Moments of Truth
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. INFLUENCE OF CONSUMER BEHAVIOUR ON MARKETING STRATEGY
    5. TECHNICAL AND BEHAVIOURAL FACTORS OF INFLUENCE ON CONSUMER BEHAVIOUR IN MOBILE COMMUNITIES ENVIRONMENT
    6. MICROMOMENTS: NEW MODEL OF MOBILE CONSUMER BEHAVIOURS AND A BIG CHALLENGE FOR BUSINESS
    7. SOLUTIONS AND RECOMMENDATIONS FOR MICROMOMENTS HANDLING
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  11. Chapter 3: Social Media in Crisis Communication
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOCIAL MEDIA IN A SPORT CRISIS
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  12. Chapter 4: The Business of Advocacy
    1. ABSTRACT
    2. THE BUSINESS OF SOCIAL ADVOCACY
    3. BACKGROUND
    4. AN ANALYSIS OF GREENPEACE CAMPAIGN STRATEGIES
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. IMPLICATIONS FOR FIRM’S GROWTH
    8. CONCLUSION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  13. Chapter 5: Social Media, Participation, and Citizenship
    1. ABSTRACT
    2. INTRODUCTION
    3. THE RISE OF SOCIAL MEDIA
    4. PUBLIC PARTICIPATION AND ENVIRONMENTAL CITIZENSHIP
    5. CASE STUDY 1: USING SOCIAL MEDIA TO ENHANCE ENVIRONMENTAL CITIZENSHIP IN UNIVERSITIES
    6. CASE STUDY 2: A PARTICIPATORY APPROACH TO ENERGY MANAGEMENT
    7. CONCLUSION
    8. ORGANISATIONAL IMPLICATIONS AND FUTURE RESEARCH DIRECTIONS
    9. REFERENCES
  14. Chapter 6: Generation Y and Internet Privacy
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. PHILOSOPHICAL ANCHORING OF SUBJECT PRIVACY
    5. THE POSSIBILITIES OF PROCESSING AND USING PERSONAL DATA ACCESSIBLE ON THE INTERNET
    6. THE NEGATIVE CONSEQUENCES RELATED TO THE ACCESSIBILITY OF PERSONAL DATA ON THE INTERNET
    7. GENERATION Y’S PRIVACY SETTINGS IN SOCIAL NETWORKING SERVICES
    8. SELECTED FUTURE RESEARCH DIRECTIONS AND ISSUES
    9. CONCLUSION
    10. REFERENCES
    11. ADDITIONAL READING
    12. ENDNOTES
  15. Chapter 7: Social Media for Growing Collective Intelligence in Online Communities
    1. ABSTRACT
    2. INTRODUCTION
    3. DIGITAL ENABLED COLLECTIVE INTELLIGENCE
    4. COLLECTIVE INTELLIGENCE IN ONLINE COMMUNITIES
    5. LIMITATIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
  16. Chapter 8: A Tale of Two Banks
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. LITERATURE REVIEW
    4. 3. RESEARCH METHODOLOGY
    5. 4. RESEARCH FINDINGS
    6. 5. IMPLICATIONS FOR POLICY AND PRACTICE
    7. 6. STUDY LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
    8. 7. CONCLUSION
    9. ACKNOWLEDGMENT
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
    13. APPENDIX: CODING SCHEME
  17. Chapter 9: With a Little Help from My Friends
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOCIAL NETWORK SITES: A STRATEGY OF INTERACTION
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
  18. Chapter 10: How Social Media Offers Opportunities for Growth in the Traditional Media Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. CHANGING JOURNALISM PRACTICES
    4. (TRAVEL) JOURNALISTS’ VALUES
    5. SOCIAL MEDIA AND TRAVEL
    6. DATA GATHERING AND RESULTS
    7. DISCUSSION
    8. CONCLUSION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  19. Chapter 11: Social Media in Micro SME Documentary Production
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. NETWORK INTELLIGENCE AND BUILDING AN EFFECTIVE SOCIAL MEDIA STRATEGY
    5. THE PSYCHOLOGY OF C.G. JUNG: AUTHENTICITY AND THE YIN & YANG OF SOCIAL MEDIA
    6. RECOMMENDATIONS FOR MICRO SME DOCUMENTARY PRODUCERS
    7. CONCLUSION
    8. FUTURE RESEARCH
    9. REFERENCES
    10. APPENDIX: WHO MADE THE INTERNET AND WHY? A BRIEF HISTORY
  20. Chapter 12: The Role of Social Media in Shaping Marketing Strategies in the Airline Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. AIRLINE MARKETING AND SOCIAL MEDIA
    5. MAIN FOCUS OF THE CHAPTER
    6. SOLUTIONS AND RECOMMENDATIONS
    7. FUTURE RESEARCH DIRECTIONS
    8. CONCLUSION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  21. Chapter 13: Can the Use of Social Media be Useful in Universities' Career Services?
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
    10. APPENDIX
  22. Chapter 14: Strategic Role of Social Networking and Personal Knowledge Management Competencies for Future Entrepreneurs
    1. ABSTRACT
    2. INTRODUCTION
    3. APPLYING SOCIAL NETWORKS TO ENTREPRENEURSHIP
    4. DEVELOPING NETWORKING COMPETENCIES FOR OVERCOMING BARRERS IN KNOWLEDGE SHARING FOR ENTREPRENEURSHIP
    5. IMPLICATIONS FOR POLICY AND PRACTICE
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
  23. Chapter 15: Key Success Factors of Using Social Media as a Learning Tool
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. METHODOLOGY
    5. ACTIVITY ANALYSIS
    6. DISCUSSION
    7. MANAGERIAL IMPLICATIONS
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  24. Chapter 16: Desperately Seeking Customer Engagement
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. SOLUTIONS AND RECOMMENDATIONS
    6. CONCLUSION
    7. FUTURE RESEARCH DIRECTIONS
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  25. Chapter 17: The Emergence of Social Media as a Contemporary Marketing Practice
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. METHODOLOGY
    5. RESULTS
    6. FINDINGS AND IMPLICATIONS
    7. CONCLUSION
    8. REFERENCES
  26. Chapter 18: Getting New Business Contacts in Foreign Markets through Social Networking Sites
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. METHODOLOGY
    5. RESULTS OF THE SURVEY
    6. DISCUSSION OF RESULTS
    7. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
    10. APPENDIX 1: METHOD AND COMPOSITION OF THE SAMPLE
    11. APPENDIX 2: STATISTICAL SIGNIFICANCE
  27. Chapter 19: Manually Profiling Egos and Entities across Social Media Platforms
    1. ABSTRACT
    2. INTRODUCTION
    3. REVIEW OF THE LITERATURE
    4. REDDIT: THE TARGET ENTITY
    5. REMOTE PROFILING IN 360 DEGREES (IN THEORY AND MAYBE PRACTICE)
    6. REMOTE PROFILING EGOS AND ENTITIES ACROSS SOCIAL MEDIA PLATFORMS…BASED ON REDDIT
    7. DISCUSSION
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. ACKNOWLEDGMENT
    11. REFERENCES
    12. ADDITIONAL READING
    13. KEY TERMS AND DEFINITIONS
  28. Chapter 20: Finding Information Faster by Tracing My Colleagues' Trails
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. REFERENCE ALGORITHM
    5. ADAPTATION
    6. EVALUATION
    7. DISCUSSION AND CONCLUSION
    8. FUTURE RESEARCH DIRECTIONS
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  29. Chapter 21: Professional and Business Applications of Social Media Platforms
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOCIAL MEDIA PLATFORMS IN BUSINESS PRACTICE
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  30. Compilation of References
  31. About the Contributors