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Computer-Mediated Marketing Strategies

Book Description

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities 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. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

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. Preface
    1. REFERENCE
  8. Section 1: Context: Mediated Marketing Theory and Social Media
    1. Chapter 1: Social Media and Online Brand Communities
      1. ABSTRACT
      2. INTRODUCTION
      3. THE LUXURY INDUSTRY AND SOCIAL MEDIA
      4. SOCIAL MEDIA: CONCEPT AND DEFINITION
      5. SOCIAL MEDIA AND ONLINE BRAND COMMUNITIES
      6. COMMUNITIES IN THE NEW MARKET SPACE
      7. BRAND COMMUNITIES AND BRAND PERCEPTION
      8. SOCIAL MEDIA AND LUXURY BRAND FASHION
      9. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Digital Governance and Social Media Engagement
      1. ABSTRACT
      2. INTRODUCTION
      3. DEMAND OF CONTROL AND THE “EVERYONE CAN JOIN IN” PRINCIPLE
      4. CASES ON DIGITAL GOVERNANCE AND SOCIAL MEDIA ENGAGEMENT
      5. SOLUTIONS AND RECOMMENDATIONS
      6. OPPORTUNITIES AND RISKS
      7. BENEFITS AND RECOMMENDATIONS FOR ACTION
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION, MEASURES, AND CONTROL
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Brand Trust in Offline and Online Environments
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL PERSPECTIVE
      4. IMPLICATIONS FOR MANAGEMENT
      5. FUTURE RESEARCH AND LIMITATIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Consumer Attitudes toward Online Video Game Purchases
      1. ABSTRACT
      2. INTRODUCTION
      3. DEVICE IN TRANSITION: VIDEO GAMES
      4. ONLINE SHOPPING AND PERSONALISED MARKETING
      5. CONSUMER ATTITUDES TOWARD ONLINE SHOPPING
      6. CONSUMER PURCHASING DECISION PROCESS
      7. VIDEO GAMES
      8. ONLINE SHOPPING MOTIVATIONS AND VIDEO GAME PURCHASES
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTES
  9. Section 2: Social Landscape and Marketing Development
    1. Chapter 5: Social Media and SMEs in Transition Countries
      1. ABSTRACT
      2. INTRODUCTION
      3. FUTURE RESEARCH DIRECTIONS
      4. CONCLUSION
      5. REFERENCES
      6. ADDITIONAL READING
      7. KEY TERMS AND DEFINITIONS
    2. Chapter 6: What Social Media Marketing Content Is Best to Engage Consumers?
      1. ABSTRACT
      2. INTRODUCTION
      3. FINDINGS
      4. REGRESSION ANALYSIS
      5. SUMMARY OF FINDINGS AND MANAGERIAL IMPLICATIONS
      6. CONCLUSION AND LIMITATIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX
    3. Chapter 7: Interactivity
      1. ABSTRACT
      2. INTRODUCTION
      3. INFORMATION AND COMMUNICATION TECHNOLOGIES (ICT)
      4. INTERACTIONAL APPROACH TO MARKETING COMMUNICATION
      5. MARKETING COMMUNICATIONS WITHIN INTERACTIVE CONTEXT
      6. CONTRIBUTION OF THE CHAPTER
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    4. Chapter 8: Stakeholder Interaction for Sustainability
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. CONCLUSION
      5. REFERENCES
      6. KEY TERMS AND DEFINITIONS
  10. Section 3: Converging Practices: Compelling Brand Positioning and Social Media Affordances
    1. Chapter 9: Social Media and Customer Retention
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOCIAL MEDIA AND CUSTOMER RETENTION INTERPLAY
      5. MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 10: Defining the Role of Social Media as a Contemporary Local Area Marketing Technique in Franchising
      1. ABSTRACT
      2. RESEARCH RATIONALE
      3. RESEARCH METHOD
      4. INTRODUCTION
      5. BACKGROUND
      6. LAM TECHNIQUES
      7. SOCIAL MEDIA ENGAGEMENT
      8. FRANCHISE TYPES
      9. CUSTOMER AND ONLINE ENGAGEMENT
      10. PROPOSED SOCIAL MEDIA ENGAGEMENT MODEL
      11. CONCLUSION
      12. REFERENCES
      13. ADDITIONAL READING
      14. KEY TERMS AND DEFINITIONS
    3. Chapter 11: Social Media and Its Implications for Marketing Communications
      1. ABSTRACT
      2. INTRODUCTION AND CONTEXT
      3. THEORETICAL FRAMEWORKS AND FOUNDATIONS
      4. SOCIAL MEDIA AND BRAND COMMUNITY
      5. SOCIAL MEDIA AND CUSTOMER EXPERIENCE
      6. SOCIAL MEDIA AND CUSTOMER RETENTION
      7. MANAGERIAL IMPLICATIONS AND CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 12: Facets and Dimensions of Online Social Gambling
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL UNDERPINNING
      4. IS THERE ANY SALIENT BEHAVIOUR IN GAMBLING?
      5. COMMUNICATING WITH ONLINE GAMBLING CONSUMERS
      6. ESTABLISHING A LINK: SOCIAL AND REAL MONEY GAMBLING ONLINE
      7. DATA COLLECTION AND ANALYSIS
      8. MAJOR THEMES
      9. IMPLICATIONS FOR PRACTICE
      10. FUTURE RESEARCH DIRECTIONS
      11. CONCLUDING REMARKS
      12. REFERENCES
      13. KEY TERMS AND DEFINITIONS
    5. Chapter 13: Mobile Phone Purchases and the Consumer Decision-Making Process
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. FACEBOOK ADVERTISING AND PRE-PURCHASE BEHAVIOUR
      6. DISCUSSION: BEHAVIOURAL SEGMENTS IN MOBILE PHONE PURCHASE
      7. SOLUTIONS AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. ACKNOWLEDGMENT
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
  11. Compilation of References
  12. About the Contributors