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Integrating Social Media into Business Practice, Applications, Management, and Models

Book Description

Social networking has emerged as a predominant form of communication and human interaction. Businesses have also adopted social networks as a means for interacting with consumers and conducting business activities. As a result of this widespread adoption, it is imperative for businesses to leverage social technologies to stay competitive in the global economy. Integrating Social Media into Business Practice, Applications, Management, and Models provides the most up-to-date research findings and future directions for customer relationship management in contemporary enterprises. Covering a wide range of topics such as management issues, innovative ideas, state-of-the-art business applications, and evaluation of social media products and services, this comprehensive publication is a useful reference for researchers, instructors, and social media managers, as well as students in various e-commerce and business programs.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Preface
  7. Acknowledgment
  8. Chapter 1: User Involvement, Open Service Innovations, and Social Media
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. RESEARCH METHOD
    5. ANALYSIS AND RESULTS
    6. DISCUSSION
    7. FUTURE RESEARCH DIRECTIONS
    8. CONCLUSION
    9. ACKNOWLEDGMENT
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
  9. Chapter 2: Impact of General Social Media Experience on Usefulness for Business in the Workplace
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. RESEARCH QUESTIONS AND HYPOTHESES
    5. METHODOLOGY
    6. ANALYSIS
    7. DISCUSSION
    8. FUTURE RESEARCH
    9. ACKNOWLEDGMENT
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  10. Chapter 3: Influence of Corporate Social Media in Strategic Decision Processes
    1. ABSTRACT
    2. INTRODUCTION
    3. THE CHARACTERISTICS OF SOCIAL MEDIA
    4. STRATEGY PROCESS AND STRATEGIC DECISION MAKING
    5. SOCIAL MEDIA INFLUENCE ON STRATEGIC DECISION MAKING: AN EXPLORATORY MODEL
    6. KNOWLEDGE CREATION, KNOWLEDGE INTEGRATION, AND SOCIAL MEDIA
    7. CONCLUSION AND DIRECTIONS FOR FUTURE RESEARCH
    8. FUTURE RESEARCH DIRECTIONS
    9. MANAGERIAL RELEVANCE
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  11. Chapter 4: Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. BEST PRACTICES FOR MAXIMIZING SMM INITIATIVES
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  12. Chapter 5: Viral Advertising and the Implications of Social Media
    1. ABSTRACT
    2. INTRODUCTION
    3. VIRAL ADVERTISING HISTORY AND DEFINITION
    4. CONTEXT AND CHARACTERISTICS OF VIRAL ADS
    5. VIRAL ADS APPEALS: EMOTIONS, SEX, HUMOR
    6. CONSUMER GENERATED ADVERTISING
    7. SOCIAL NETWORKS AND VIRAL BENEFITS
    8. VIRAL ADVERTISING MONITORING AND EVALUATION
    9. FUTURE RESEARCH DIRECTIONS
    10. CONCLUSION
    11. REFERENCES
    12. ADDITIONAL READING
    13. KEY TERMS AND DEFINITIONS
  13. Chapter 6: Social Media
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. UK FOOTBALL AND FASHION SECTOR ISSUES IN SOCIAL MEDIA BRAND MANAGEMENT
    5. METHOD
    6. FINDINGS: ISSUES AND BENEFITS OF SOCIAL MEDIA IN THE UK FOOTBALL AND FASHION SECTORS
    7. DISCUSSION
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
  14. Chapter 7: Greek Politicians and the Use of Online Technologies for Citizen Engagement
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. LITERATURE REVIEW
    4. 3. METHODOLOGY
    5. 4. RESULTS
    6. 5. DISCUSSION
    7. 6. CONCLUSION
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
  15. Chapter 8: Using Social Media in the Workplace
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. RESEARCH QUESTION
    5. METHOD
    6. INTERVIEW FINDINGS
    7. RESULTS
    8. DISCUSSION AND CONTRIBUTIONS
    9. SHARING BRAND STRATEGY: THE YOGA COMPETITION
    10. FUTURE RESEARCH DIRECTIONS
    11. CONCLUSION
    12. ACKNOWLEDGMENT
    13. REFERENCES
    14. ADDITIONAL READING
    15. KEY TERMS AND DEFINITIONS
    16. APPENDIX A: INTERVIEW QUESTIONS FOR INTERNAL COMMUNICATION EXECUTIVES
    17. APPENDIX B: INTERVIEW QUESTIONS FOR LENOVO EMPLOYEES
  16. Chapter 9: How Generation Y Perceives Social Networking Applications in Corporate Environments
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. RESEARCH METHOD
    5. RESULTS
    6. DISCUSSION AND IMPLICATIONS
    7. CONCLUSION AND PERSPECTIVES
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
  17. Chapter 10: Social Media Opportunities for Market-Driven Firms
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOCIAL MEDIA MANAGEMENT IN MARKET-DRIVEN FIRMS
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  18. Chapter 11: Web 2.0 and Social Media in Today's Business World
    1. ABSTRACT
    2. INTRODUCTION
    3. How Web 2.0 and Social Media Work
    4. SOCIAL MEDIA APPLICATIONS
    5. HOW SOCIAL MEDIA PRESENCE AFFECTS COMPANIES
    6. SOCIAL MEDIA STRATEGY
    7. USING SOCIAL MEDIA TO INCREASE SALES AND DECREASE COSTS
    8. PRIVACY CONCERNS
    9. MANAGERIAL CONSIDERATIONS OF WEB 2.0 AND SOCIAL MEDIA
    10. TECHNICAL ISSUES AND BUSINESS IMPLICATIONS
    11. BEST PRACTICES AND THE FUTURE OF SOCIAL MEDIA
    12. CONCLUSION
    13. REFERENCES
    14. ADDITIONAL READING
    15. KEY TERMS AND DEFINITIONS
  19. Chapter 12: Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM
    1. ABSTRACT
    2. INTRODUCTION
    3. CONCEPTUAL BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  20. Chapter 13: The Role of Social Media in the Knowledge-Based Organizations
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. THE ROLE OF SOCIAL MEDIA IN THE KNOWLEDGE-BASED ORGANIZATIONS
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  21. Chapter 14: Social Media for Business Model Improvement
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. LITERATURE REVIEW
    4. 3. SOCIAL MEDIA FOR BUSINESS MODEL IMPROVEMENT
    5. 4. GUIDELINES FOR SOCIAL MEDIA APPLICATIONS FOR BUSINESS MODEL IMPROVEMENT
    6. REFERENCES
    7. ADDITIONAL READING
    8. KEY TERMS AND DEFINITIONS
  22. Compilation of References
  23. About the Contributors