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Maximizing Commerce and Marketing Strategies through Micro-Blogging

Book Description

The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business’s strategy. Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.

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. Preface
    1. REFERENCES
  8. Section 1: Marketing
    1. Chapter 1: Marketing with Twitter
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODOLOGY
      4. RESULTS
      5. DISCUSSION
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINTIONS
      12. ENDNOTES
    2. Chapter 2: Corporate Communicative Engagement in Micro-Blogging
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. RESEARCH QUESTIONS
      5. METHODOLOGY
      6. RESULTS
      7. CONCLUSIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 3: The Role of Micro-Blogging in Responding to Corporate Controversy
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODS
      5. CASE BACKGROUNDS
      6. RESULTS
      7. DISCUSSION
      8. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
      9. MANAGERIAL IMPLICATIONS
      10. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Engaging Consumers via Twitter
      1. ABSTRACT
      2. BRAND ENGAGEMENT ON SOCIAL MEDIA: THE NEW CHALLENGE
      3. TWITTER AS A BRAND ENGAGEMENT TOOL
      4. METHODOLOGY
      5. THREE CASE STUDIES
      6. DISCUSSION: CRITICAL POINTS AND CHALLENGES
      7. RECOMMENDATIONS AND CONCLUSIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
  9. Section 2: Customer Service
    1. Chapter 5: Tweeting for Service
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY AND SAMPLE
      5. ANALYSIS AND RESULTS
      6. RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    2. Chapter 6: Customer Service on Twitter
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ANTECEDENTS OF CONSUMER EXPECTATIONS
      5. COMPANY AWARENESS OF CONSUMER EXPECTATIONS
      6. RESEARCH METHODOLOGY
      7. ANALYSIS AND RESULTS
      8. DISCUSSION AND IMPLICATIONS
      9. FUTURE RESEARCH DIRECTIONS
      10. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
      14. APPENDIX A
      15. APPENDIX B
    3. Chapter 7: Tourism Services, Micro-Blogging, and Customer Feedback
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. LITERATURE REVIEW
      4. 2. THE CHALLENGES IN TOURISM BUSINESS / MARKET ENVIRONMENT: CONSUMERS’ EXPERIENCE AND TOURISM INNOVATION
      5. 3. SOCIAL MEDIA, TWITTER, AND TOURISM SERVICES
      6. 4. SUGGESTIONS AND RECOMMENDATIONS: TWITTER AS CHANNEL FOR INTERACTIVE COMMUNICATIONS WITH CUSTOMERS
      7. 5. FUTURE RESEARCH DIRECTIONS
      8. 6. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
  10. Section 3: Managing Capital
    1. Chapter 8: Whom to Trust for Financial Advice?
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. THEORY, LITERATURE, AND PREVIOUS WORK
      4. 3. RESEARCH QUESTIONS AND HYPOTHESES
      5. 4. DATA SET AND METHODOLOGY
      6. 5. RESULTS AND DISCUSSION
      7. 6. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
      11. APPENDIX A: RESEARCH DESIGN
      12. APPENDIX B: SUMMARY STATISTICS FOR TWEETS AFTER PREPROCESSING
      13. APPENDIX C: EXAMPLES OF AUTOMATIC TWEET CLASSIFICATION
      14. APPENDIX D: STEP-WISE CALCULATION OF INVESTMENT ADVICE QUALITY IN PANEL DATA
    2. Chapter 9: Legal Implications of Utilizing Micro-Blogs in Employment Practices
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. EMPLOYMENT PRACTICES
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 10: Integration of Micro-Blogs into the Human Resource Management (HRM) Areas of Recruitment and Selection
      1. ABSTRACT
      2. INTRODUCTION
      3. EMPLOYEE RECRUITING
      4. EMPLOYEE SELECTION
      5. ETHICAL AND LEGAL IMPLICATIONS
      6. DISCUSSION AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
    4. Chapter 11: Perceptions of Risks of Non-Advertising Uses of Micro-Blogging within Small to Medium Enterprises
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: RISKS OF EMB BASED ON EXISTING LITERATURE
      4. METHODOLOGY
      5. FINDINGS
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. APPENDIX 1: TABLE DESCRIBING THE RESEARCH PARTICIPANTS
      13. APPENDIX 2: INTERVIEW PLAN
  11. Section 4: Insights and Metrics
    1. Chapter 12: Twitter Data Acquisition and Analysis
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CAPTURING TWITTER DATA: TIMELINE
      5. ANALYSIS AND PRESENTATION
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTE
    2. Chapter 13: Micro-Blogging as Generator of Market Insights and Competitive Intelligence
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MICRO-BLOGGING AS A SOURCE OF COMPETITIVE INTELLIGENCE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 14: Benchmarking Micro-Blog Performance
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. BETWEEN ANALYSIS AND PLANNING
      5. TWITTER CONTENT CLASSIFICATION
      6. CODING PROCESS
      7. ANALYSIS AND REPORT
      8. LIMITS, RESTRICTIONS, AND RESTRAINTS
      9. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
  12. Compilation of References
  13. About the Contributors