Details

Subject(s)

• Internet marketing [Browse]
• Social media [Browse]
• Internet marketing—Social aspects [Browse]

Notes

Formerly CIP.

Bibliographic references

Includes bibliographical references and index.

Contents

• Machine generated contents note: pt. 1 UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING
• 1.Consumer Tribes And Communities
• Chapter Overview
• Learning Outcomes
• Towards Tribal Consumption
• The 'Usefulness' of Social Media
• Consumption in Context: From Exchange to Experience
• ThinkBox: Symbolic Consumption
• The Social Context: Subcultures and Tribes
• The Emerging Importance of Subcultures
• From Subcultures and Neo-tribes to the Tribal Mainstream
• Tribes or Brand Communities
• ThinkBox: Tribal Consumers
• Tribal Consumers and Traditional Marketing Concepts
• Summary
• Research Directions
• Research Highlight: Netnography
• Case Study: The Locker Room
• Further Reading
• References
• 2.Users And Co-Creation Of Value
• Control and Co-creation of Value
• Control
• Co-creation
• Experience Economy
• Co-creation Concept
• Think Box: Service or Product?
• Value
• ThinkBox: Value
• Creating Value --
• Contents note continued: Consumer Roles
• Commercial Co-creation
• ThinkBox: Co-Creation
• Anti-consumption
• Critiques of Co-creation
• ThinkBox: Criticisms
• Co-creation and Traditional Marketing
• Research Highlight: Value Co-creation in an Online Brand Community
• Case Study: Volkswagen China
• 3.Brand And Anthropomorphic Marketing
• Anthropomorphic Marketing
• From Hard Sell to Brand Personality and Brand Relationships
• Anthropomorphism in Marketing
• Definition of Anthropomorphic Marketing
• ThinkBox: Anthropomorphic Marketing
• Persuasiveness of Anthropomorphic Marketing
• Theoretical Explanations
• ThinkBox: Peripheral vs. Central Processing
• ThinkBox: Cultivation Theory
• Anthropomorphism in Social Media
• Criticism
• Research Highlight: My Friend Bud
• Case Study: 3's Dancing Pony
• Further Reading --
• Contents note continued: References
• pt. 2 UNDERSTANDING PLATFORMS IN SOCIAL MEDIA MARKETING
• 4.Traditional Social Media Platforms
• Traditional Social Media
• Early 'Social Media': BBS, Usenet, Forums
• The Creation of the 'Social Web' and Web 2.0
• ThinkBox: Web 1.0 Thinking vs Web 2.0 Thinking
• Theoretical Underpinnings
• ThinkBox: Social Contagion
• ThinkBox: Uses and Gratifications
• Research Highlight: Facing Facebook: Impression Management Strategies in Company-Consumer Interactions
• Case Study: Curators of Sweden
• 5.Gaming And Hybrid Platforms
• Gaming and Hybrid Platforms
• Early Video Games
• From MUD to Second Life and Virtual Worlds
• ThinkBox: Hyperreality and Virtual Worlds
• In-game Advertising and Advergaming
• ThinkBox: Advergames
• Theoretical Models
• ThinkBox: Social Cognitive Learning --
• Contents note continued: ThinkBox: L4MP and Flow
• Gamification
• ThinkBox: Gamification
• Research Highlight: Hyperreality
• Case Study: Doritos' iD3 Brand-building Game
• 6.Mobile And Location-Based Platforms
• Mobile and Location-based Platforms
• ThinkBox: Mobile Social Media
• The Development of the Mobile Phone
• Mobile Computing
• Smart Phones
• Location-based and Other Enhanced Services
• Theoretical Considerations
• ThinkBox: Irritation vs. Usefulness
• Research Highlight: Mobile Gamification
• Case Study: American Express Sync
• pt. 3 UNDERSTANDING CONTENT IN SOCIAL MEDIA MARKETING
• 7.Persuasiveness
• Social Media Persuasiveness
• Elaboration Likelihood Model
• Heuristic-Systematic Model
• Integrated Model of Persuasion --
• Contents note continued: ThinkBox: ELM, HSM and the Integrated Model
• Other Factors Influencing Persuasion
• Persuasion Knowledge
• Online Persuasion Theories
• Functional Triad
• 7S
• ThinkBox: Functional Triad and 7S
• Positive Factors Influencing Persuasion
• Credibility
• Perceived Similarity
• Parasocial Relationships
• Research Highlight: Brand Image
• Case Study: M&M's® Brand: Find Red Promotion
• 8.Engagement
• Engagement
• Definition of Engagement
• ThinkBox: Defining Engagement
• Attitude--Behaviour Gap
• Timing of Social Media Engagement
• ThinkBox: Timing of Engagement
• Types of Engagement
• Emotional Engagement
• Behavioural Engagement
• Engagement Outside the Brand Sphere
• ThinkBox: Types of Engagement
• Mere Virtual Presence
• Negative Engagement and Culture Jamming
• Reactance Theory
• ThinkBox: Reactance
• Summary --
• Contents note continued: Research Directions
• Research Highlight: Engagement
• Case Study: World Humanitarian Day: I Was Here (2012)
• 9.Electronic Word Of Mouth (Ewom)
• Word Of Mouth
• Definition of WOM
• Types of eWOM
• Associated Terminology
• ThinkBox: WOM, Viral and Buzz
• Effectiveness of WOM
• Two-Step Flow Theory
• Social Network Theory
• ThinkBox: Tie Strength
• Tie Strength
• Evaluation of Credibility of WOM Messages
• Motivators of WOM and eWOM
• ThinkBox: Motivators
• Valence and Volume
• Research Highlight: WOM and Loyalty
• Case Study: Shout Out Louds: Blue Ice
• pt. 4 UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING
• 10.Measurement, Metrics And Analytics
• Measuring Social Media
• ThinkBox: Measurement Basics
• Stages of Social Media Measurement Planning --
• Contents note continued: Frequently Used Measuring Tools
• ThinkBox: Metrics
• Comparison to Traditional Websites
• Comparisons to Traditional Media
• Media Usage: Public vs. Private
• ThinkBox: Social Desirability Bias
• Message content: Information vs. Linking Value
• Research Highlight: Measurements
• Case Study: Predicting the Elections: Singapore
• 11.Cross-Cultural Aspects And Implications
• Cross-cultural Aspects of Social Media
• Differences in SM Usage
• ThinkBox: Social Media Usage
• Cultural factors in Social Media Adoption
• ThinkBox: Agentic vs. Communal Friendship
• Reaction to Social Media
• ThinkBox: Anchoring
• Reflection of Cultural Values
• ThinkBox: Cultural Differences
• Research Highlight: Culture
• Case Study: Amnesty International: Trial By Timeline
• References --
• Contents note continued: 12.Privacy, Ethical And Legal Issues
• Privacy, Ethical and Legal Issues
• Privacy
• ThinkBox: Social Capital
• Data Protection
• Legal and Ethical
• Legal Frameworks/Self-regulation
• ThinkBox: Regulation
• Ethical Frameworks
• Children and Games
• Alcohol Promotion
• ThinkBox: Ethical vs. Legal
• Research Highlight: Advergames
• Case Study: Snickers #SponsoredTweets
• 13.Afterword: Where Next For Social Media Marketing?.

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Other format(s)

Also issued online.

ISBN

• 9781446280737 (hbk)
• 144628073X (hbk)
• 9781446280744 (pbk)
• 1446280748 (pbk)

OCLC

902814158

Other standard number

• 40024486868

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