05488cam a2200601Mu 4500 9781003307457 FlBoTFG 20251030122235.0 m o d cr cnu|||||||| 240706s2024 enk o ||| 0 eng d OCoLC-P eng OCoLC-P 9781040096093 1040096093 9781003307457 (electronic bk.) 1003307450 (electronic bk.) 9781040096079 (electronic bk. : PDF) 1040096077 (electronic bk. : PDF) 10.4324/9781003307457 doi (OCoLC)1443939214 (OCoLC-P)1443939214 HF5415 BUS 043000 bisacsh BUS 071000 bisacsh BUS 007000 bisacsh KJS bicssc Hinson, Robert (Robert Ebo) https://id.oclc.org/worldcat/entity/E39PCjFP6gFvhDGX6bR7FfP7tq 93507 Social Media Marketing Management [electronic resource] : How to Penetrate Emerging Markets and Expand Your Customer Base. Oxford : Productivity Press, 2024. 1 online resource (253 p.) Description based upon print version of record. Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Foreword -- Author Biographies -- Chapter 1 Social Media Marketing in Africa and Other Emerging Economies -- Author Biographies -- Chapter Outline -- Chapter Outcome -- Introduction -- Unique Characteristics of Social Media Marketing in EMDEs -- Africa's Social Media Landscape -- What is Social Media Marketing? -- Social Media Influencer Marketing -- Successful Social Media Marketing Campaigns from the Global North -- AI and Social Media Marketing -- Case Study 1 Successful Social Media Marketing Campaigns from Africa -- Structure of the Book -- Review Questions -- References -- Chapter 2 Social Media Marketing Strategy -- Chapter Outline -- Chapter Outcome -- Introduction -- Strategic Planning and Social Media Marketing -- Why Should We Take the Time to Plan? -- The Phases of Social Media Marketing Maturity -- Critical Reflection -- Social Media Campaigns: The Strategic Planning Process -- Identify Social Media Marketing Objectives and Set Budgets -- Profile the Target Audience of Social Consumers -- Managing Social Media Marketing in the Organisation The Social Media Policy -- An Organisational Structure to Support Social Media -- Social Media Management Systems -- Chapter Summary -- What Are the Steps in Social Media Marketing Strategic Planning? -- Exercises -- Review Questions -- References -- Chapter 3 Social Commerce -- Chapter Outline -- Chapter Outcome -- Introduction -- Social Commerce -- Social Shopping -- Social Commerce and the Shopping Process -- Social Commerce Strategies -- Social Promotions and Partnerships -- Social Commerce Fraud -- The Social Commerce Zone -- Types of Social Commerce Zones -- Social Proof -- References Chapter 4 Mobile Ecosystems and Apps in Social Media Marketing -- Chapter Outline -- Chapter Outcome -- Introduction -- Definition of Terms -- Wireless and Mobile Devices -- Characteristics of Mobile and Wireless Devices -- Benefits of Mobile Devices -- Disadvantages of Mobile Devices -- Mobile Financial Services -- Mobile Payment Applications -- Characteristics of Mobile Payment Methods -- Types of Mobile Payment Applications -- Mobile Apps and Social Media -- Mobile App Platforms -- Anthropology's (ANT) Approach to Social Media -- Activities -- Assignment -- Review Questions -- References Chapter 5 Social Networking Sites: A Focus on Mobile Marketing Strategies -- Chapter Outline -- Chapter Outcome -- Introduction -- Growth of Mobile Connectivity and Device Use in Developing Economies -- Mobile Connectivity and Social Media -- Mobile App Platforms -- Social Media -- Anthropology (ANT) Approach to Social Media -- Mobilising Your Brands -- Mobile Brand Engagement -- Designing a Mobile Brand Engagement Campaign -- Designing Mobile Apps for Mobile Shopping -- Mobile Payment Applications -- Characteristics of Mobile Payment Methods -- Types of Mobile Payment Applications Buy Buttons and Location Identification on Social Networking Sites This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing. OCLC-licensed vendor bibliographic record. Marketing. 521 Social media. 36123 BUSINESS & ECONOMICS / Marketing / General bisacsh 64225 BUSINESS & ECONOMICS / Leadership bisacsh BUSINESS & ECONOMICS / Business Communication / General bisacsh 93508 Mhlanga, David. 83294 Osei-Frimpong, Kofi. https://id.oclc.org/worldcat/entity/E39PCjHbT9rGtbPmjBDC37y68C 93509 Doe, Joshua. 93510 Taylor & Francis https://www.taylorfrancis.com/books/9781003307457 OCLC metadata license agreement http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf E-Books 67561 67561