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Competitive Social Media Marketing Strategies

Book Description

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.

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
    2. List of Reviewers
  6. Foreword
  7. Foreword
  8. Preface
  9. Chapter 1: Digital Marketing Strategy for Affinity Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. 1. THE NEW MARKETING ARENA
    4. 2. AFFINITY MARKETING AND DIGITAL MARKETING
    5. 3. STRATEGIC INTEGRATION
    6. CONCLUSION
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  10. Chapter 2: Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique
    1. ABSTRACT
    2. RESEARCH RATIONALE
    3. RESEARCH METHOD
    4. DATA COLLECTION
    5. INTRODUCTION
    6. BACKGROUND
    7. SOCIAL MEDIA
    8. DIALOGUE MARKETING
    9. DIGITAL MARKETING MIX
    10. HIERARCHY OF EFFECTS MODEL
    11. DIALOGUE MANAGEMENT
    12. TOUCHPOINTS
    13. TOUCHPOINTS REVIEW
    14. PROPOSED TOUCHPOINT CHANNEL ENGAGEMENT MODEL
    15. CONTRIBUTIONS OF THIS MODEL
    16. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
    17. CONCLUSION
    18. REFERENCES
    19. ADDITIONAL READING
    20. KEY TERMS AND DEFINITIONS
  11. Chapter 3: User-Generated Content and Perceived Customer Value
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL FOUNDATIONS AND CONTEXT
    4. CONCLUSION AND MANAGERIAL IMPLICATIONS
    5. REFERENCES
    6. KEY WORDS AND DEFINITIONS
  12. Chapter 4: Loyalty Strategy and Social-CRM
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. E-CRM
    5. S-CRM
    6. CRM TOOLS: FACEBOOK
    7. TECHNOLOGY ACCEPTANCE
    8. METHODOLOGY
    9. RESULTS
    10. DISCUSSION AND IMPLICATIONS
    11. LIMITATION AND FUTURE RESEARCH
    12. CONCLUSION
    13. REFERENCES
  13. Chapter 5: Social Media
    1. ABSTRACT
    2. INTRODUCTION
    3. SOCIAL MEDIA AND MARKETING STRATEGY
    4. DECISION MAKING
    5. DECISION MAKING PROCESSES
    6. DECISION MAKING AND USER-GENERATED CONTENT (UGC)
    7. DECISION MAKING AND UNCERTAINTY
    8. SOCIAL MEDIA AND BUSINESS PERFORMANCE
    9. IMPLICATION TO MANAGEMENT
    10. FUTURE RESEARCH AND RESEARCH LIMITATIONS
    11. CONCLUSION
    12. REFERENCES
    13. KEY TERMS AND DEFINITIONS
  14. Chapter 6: Online Service Failure and Recovery Strategy
    1. ABSTRACT
    2. INTRODUCTION
    3. CONCEPTUAL BACKGROUND AND CONTEXT
    4. COMMON MISPERCEPTIONS AND MYTHS
    5. SOCIAL MEDIA AND SERVICE RECOVERY
    6. MANAGING SERVICE RECOVERY
    7. CUSTOMER SATISFACTION AND RECOVERY STRATEGY
    8. SEGMENTING RECOVERY STRATEGIES
    9. MANAGERIAL IMPLICATIONS AND CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  15. Chapter 7: State Fragility and Stakeholder Engagement
    1. ABSTRACT
    2. INTRODUCTION: STATE FRAGILITY, NEW MEDIA, ENGAGEMENT PROCESSES, AND STAKEHOLDERS IN NIGERIA’S PETROLEUM INDUSTRY
    3. LITERATURE REVIEW: STATE FRAGILITY, THE NIGER DELTA, AND STAKEHOLDER VOICE/ENGAGEMENT IN THE NIGERIAN PETROLEUM INDUSTRY
    4. CONCEPTUAL FRAMEWORK
    5. TRADITIONAL VS. NEW MEDIA: TOWARDS A NEW METHOD OF ENGAGEMENT
    6. CHALLENGES OF STATE FRAGILITY AND THE IMPERATIVE OF NEW MEDIA: TOWARDS AMPLIFICATION OF STAKEHOLDERS’ VOICE
    7. CONCLUSION
    8. REFERENCES
  16. Chapter 8: Basics of Mobile Marketing Strategy
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL FRAMEWORK AND CONTEXT
    4. CONCLUSION AND MANAGERIAL IMPLICATIONS
    5. REFERENCES
    6. KEY TERMS AND DEFINITIONS
  17. Chapter 9: The Roles of Social Media Marketing and Brand Management in Global Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOCIAL MEDIA MARKETING AND BRAND MANAGEMENT IN GLOBAL MARKETING
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  18. Chapter 10: Using Social Media Marketing for Competitive Advantage
    1. ABSTRACT
    2. INTRODUCTION
    3. CONSUMER AND BUSINESS ADOPTION OF SOCIAL MEDIA
    4. CREATING AND CAPTURING VALUE WITH SOCIAL MEDIA
    5. PRACTICAL/MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH AREAS
    7. CONCLUSION
    8. REFERENCES
  19. Chapter 11: Search Engine Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE AND BACKGROUND
    4. SEARCH ENGINE MARKETING AND ADSENSE: WHAT ARE THESE ALL ABOUT?
    5. THE DIFFUSION OF ADSENSE IN TOURISM MARKETING BY eMEDIARIES
    6. SEARCH ENGINE MARKETING: IS IT A SYNCHRONIZATION OF DIGITAL MARKETING?
    7. SEARCH ENGINE MARKETING IN TOURISM BUSINESS MANAGEMENT STRATEGIES
    8. THE HUMAN – COMPUTER INTERACTION: AN ANALOGY
    9. THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT)
    10. SEARCH ENGINE MARKETING, THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT) IN TOURISM
    11. MANAGEMENT IMPLICATIONS FOR TOURISM
    12. CONCLUSION
    13. REFERENCES
  20. Chapter 12: The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL CONTEXT AND FOUNDATIONS
    4. SOCIAL MEDIA AND CUSTOMER RETENTION INTERPLAY
    5. MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS
    6. REFERENCES
    7. ADDITIONAL READING
    8. KEY TERMS AND DEFINITIONS
  21. Compilation of References
  22. About the Contributors