Social Media Marketing: Emerging Concepts and Applications

Description

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets. Front Matter ....Pages i-xxiii Front Matter ....Pages 1-1 How Social Media Will Impact Marketing Media (Jagdish N. Sheth)....Pages 3-18 Social Media Marketing: Evolution and Change (Shweta Sharma, H. V. Verma)....Pages 19-36 Uniqueness of Social in the Overall SMAC Stack (Easwar Krishna Iyer)....Pages 37-49 Lifecycle of Information on the Web: Implications for Aggregator Sites (H. V. Satyanarayana, T. M. Prasanna, G. Shainesh)....Pages 51-61 Shadow Side of Social Media Marketing: A User’s Perspective (Anuragini Shirish)....Pages 63-79 Front Matter ....Pages 81-81 Exploring the Relationship Between Perceived Benefits and Social Media Brands Using Discriminant Analysis (Rajendra Nargundkar, Avinash Mulky)....Pages 83-91 The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y Social Media Use Intention and Information Sharing (Nathalie Chinje, Richard Chinomona)....Pages 93-112 Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining (Supriya Tandon, Aswinraj Govindaraj)....Pages 113-120 Front Matter ....Pages 121-121 Social Media Marketing, Corporate Social Responsibility, and Social Change in India (Sameer Deshpande)....Pages 123-135 The Future of Social CRM (Ajay Row)....Pages 137-142 Sales Professionals’ Use of Social Media to Create and Deploy Social Capital in US and Indian Companies (Rajiv Kashyap, Sudha Mani, Prabakar Kothandaraman, Raj Agnihotri)....Pages 143-158 Front Matter ....Pages 159-159 Influence of Social Media Marketing on Health Care and Automobile Sectors in India (Joyeeta Chatterjee, Ambrish Joshi)....Pages 161-180 A Critical Analysis of Consumer Protection in Social Media Selling with Reference to Information Disclosures (Pratima Narayan, Githa Heggde)....Pages 181-193 Portea: Social Media Applications (K. Ganesh)....Pages 195-207 Qwikcilver’s Experience: Why Social Marketing Drove Digital Gifting Growth in India (T. P. Pratap)....Pages 209-214 Back Matter ....Pages 215-226