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Managing Public Relations and Brand Image through Social Media

Book Description

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board
  6. List of Reviewers
  7. Foreword
  8. Preface
  9. Acknowledgment
  10. Section 1: PR, Publicity and Reputation Management through Social Media
    1. Chapter 1: How Public Relations Practitioners Perceive Social Media Platforms?
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Managing Negative Publicity on Social Media
      1. ABSTRACT
      2. UNDERSTANDING NEGATIVE PUBLICITY ON THE SOCIAL MEDIA
      3. THREADS OF NEGATIVE PUBLICITY ON THE SOCIAL MEDIA
      4. TACKLING NEGATIVE PUBLICITY ON THE SOCIAL MEDIA
      5. CRISIS COMMUNICATION, SCCT AND MANAGING NEGATIVE PUBLICITY ON THE SOCIAL MEDIA
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Managing Corporate Reputation through Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. UNDERSTANDING CR
      4. CHAMPIONING THE CAUSE OF SOCIAL MEDIA
      5. IDENTIFYING AND ADDRESSING THREATS
      6. CONCLUSION
      7. REFERENCES
    4. Chapter 4: Concept and Importance of Online Reputation Management
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ONLINE REPUTATION MANAGEMENT (ORM)
      5. DIGITAL FOOTPRINTS AND SERP
      6. ONLINE PLATFORMS FOR REPUTATION MANAGEMENT
      7. TECHNIQUES FOR SUSTAINING ONLINE REPUTATION
      8. ETHICAL CONCERNS
      9. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
  11. Section 2: Role of Social Media in Brand Management
    1. Chapter 5: Role of Social Media in Brand Promotion
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ROLE OF SOCIAL MEDIA IN BRAND PROMOTION: AN INTERNATIONAL MARKETING PERSPECTIVE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 6: Country Brand Management
      1. ABSTRACT
      2. INTRODUCTION
      3. BRAND BASICS
      4. WHAT IS A BRAND?
      5. THE BRAND IMAGE
      6. COUNTRY BRAND EQUITY
      7. THE KEYS OF THE COUNTRY BRAND: THE TYPICALITY AND THE COUNTRY BRAND AS GEOGRAPHICAL INDICATOR OF QUALITY
      8. THE MANAGEMENT OF BRAND IMAGE
      9. THE EFFECT OF THE ORIGIN ON THE BEHAVIOR OF THE INDIVIDUAL
      10. BRAND SPAIN CASE STUDY
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTES
    3. Chapter 7: Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. BACKGROUND
      4. 3. RESEARCH METHOD
      5. 4. ANALYSIS AND FINDINGS
      6. 5. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX 1
      10. APPENDIX 2
  12. Section 3: Customer Relationship Management and Social Media
    1. Chapter 8: Social CRM
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. CUSTOMER RELATIONSHIP MANAGEMENT: FROM THE TRADITIONAL SYSTEM TO THE SOCIAL
      4. 2. INFORMATION SYSTEMS IN ENTERPRISES: THE ROLE OF CRM
      5. 3. THE SOCIAL CRM
      6. 4. DEFINITION AND IMPLEMENTATION OF STRATEGIES OF SCRM
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    2. Chapter 9: Company-Customer Interaction via Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. ROLE OF CUSTOMER IN PRODUCT POLICY
      4. ROLE OF CUSTOMER IN PRICING POLICY
      5. ROLE OF CUSTOMER IN PLACE POLICY
      6. ROLE OF CUSTOMER IN PROMOTION POLICY
      7. SOCIAL MEDIA -CHANGING CONTOURS OF BUYER-SELLER RELATIONSHIP
      8. FUTURE RESEARCH DIRECTIONS
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
  13. Section 4: Assortment of Impacts of Social Media Adoption
    1. Chapter 10: Virtual Atmosphere, Emotions, Attitudes and Real Use
      1. ABSTRACT
      2. INTRODUCTION
      3. CONSUMER BEHAVIOR
      4. STORE ATMOSPHERE
      5. TECHNOLOGY ACCEPTANCE MODEL
      6. VIRTUAL COMMUNITIES
      7. INDIVIDUAL CHARACTERISTICS
      8. TRUST AND PAST EXPERIENCE
      9. WEDDING AND EMOTIONS
      10. METHODOLOGY AND DATA
      11. RESULTS
      12. CONCLUSION
      13. FUTURE RESEARCH DIRECTIONS
      14. ACKNOWLEDGMENT
      15. REFERENCES
      16. KEY TERMS AND DEFINITIONS
    2. Chapter 11: Antecedents and Consequences of Adopting Social Networking Technologies for Knowledge Sharing in Small Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND AND HYPOTHESES
      4. RESEARCH METHODOLOGY
      5. EMPIRICAL RESULTS
      6. DISCUSSION
      7. CONCLUSION, LIMITATIONS AND FUTURE RESEARCH
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. APPENDIX
    3. Chapter 12: We Need to Look Cute! But Is It Really Effective?
      1. ABSTRACT
      2. INTRODUCTION
      3. CONVENIENCE STORE RETAIL INDUSTY BACKGROUND
      4. LAWSON CONVENIENCE STORE
      5. LAWSON AND TWITTER
      6. FINDINGS
      7. DISCUSSION AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    4. Chapter 13: Social Media and Business
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND AND APPROACH
      4. SALUBRIOUSNESS OF SOCIAL MEDIA
      5. THE MODEL
      6. IMPLICATIONS FOR BUSINESSES
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  14. Section 5: Emerging Trends in Digital Marketing
    1. Chapter 14: eWOM Marketing in Hospitality Industry
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHODOLOGY
      5. THE ROLE OF SOCIAL MEDIA IN MARKETING
      6. ONLINE CONSUMER REVIEWS FOR THE HOSPITALITY PRODUCTS
      7. STRATEGIC ISSUES OF E - WOM IN HOSPITALITY MARKETING
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 15: Interplay of Attitude, Satisfaction and Purchase Intentions
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF LITERATURE
      4. RESEARCH METHODOLOGY
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  15. Compilation of References
  16. About the Contributors