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020 _a9781040296202
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020 _a1040296203
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024 7 _a10.4324/9781003412656
_2doi
035 _a(OCoLC)1484427977
035 _a(OCoLC-P)1484427977
050 0 0 _aHF5415.1265
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245 0 0 _aContemporary issues in social media marketing /
_cedited by Subir Bandyopadhyay and Bikramjit Rishi.
250 _aSecond edition.
264 1 _aAbingdon, Oxon ;
_aNew York, NY :
_bRoutledge,
_c2025.
300 _a1 online resource
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337 _acomputer
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338 _aonline resource
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353 _abibliography
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353 _aindex
_bindex
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500 _a"First edition published by Routledge 2017"--Title page verso.
520 _a"Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world's leading specialists in the area. This 2nd edition has been fully updated with new features such as discussion questions, global case studies and examples, and material reflecting the key trends in the field, including: 1. The growth in user-generated content, 2. The growing influence of AI in content creation, including virtual influencers. 3. The development and utilization of social media analytics. 4. The use of social media as the primary search engine. 5. The relationship between social media and the customer experience of the brand. Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners"-- Provided by publisher.
505 0 _a1. Social Media Marketing: Trends and Challenges / Bikramjit Rishi and Subir Bandyopadhyay -- 2. Aspects of Social Media Engagement for Luxury Brands: A Case Study Approach / Ilias Kapareliotis and George Kyparissiadis -- 3. Unleashing the Potential: How Influencers Drive Digital Content Marketing / Lakshmi Raj and Mallika Sankar M. -- 4. Social Media Usage in the B2B Context / Nicholas Mathew and Hagai Gringarten -- 5. Promoting Social Marketing on Social Media: Using TikTok as an Engaging Platform to Reduce Food Waste / Jenny Zhengye Hou and Xuan Li -- 6. Optimizing User Engagement: The Synergy of Social Media Marketing and UI/UX Design / Hannah Hameed, Mohit Maurya and Mohd Arif -- 7. The Consumer Journey in a Social Media World / Kruti Sanjaykumar Bhatt -- 8. Connecting Brands and Influencers: The Case of the Irish Blogger Agency / Róisín Vize -- 9. Mapping the B2B Customer Journey through Social Media Marketing / Deepa Kapoor, Ruchi Khandelwal and Sujata Khandai -- 10. Exploring the Impact of Para-Social Interaction: The Consumer Journey in a Social Media World with a Focus on Virtual Influencers / Bingqian Bai, Gianpaolo Vignali, Daniella Ryding, and Delia Vazquez -- 11. Transitioning from CRM to Social CRM in the Healthcare Industry / Ashim Kumar Ghosh and Manohar Kapse -- 12. Consumer Persuasion by Chatbots: An Integrative Model of Social Influence / Wolfgang J. Weitzl, Ardion D. Beldad, Gerald Petz and Annmarie Hanlon -- 13. The Impact of Generational Differences on Target Audience Identification in Social Media Marketing / Manjushree G S and Padmaja D S -- 14. Social Media's Role in Customer Experience Creation: User-Generated Content Quality vs. Firm-Generated Content Quality / Olli Tyrväinen, Heikki Karjaluoto and Pinja Karjala -- 15. Augmenting the Analyst: Artificial Intelligence in the Age of Social Media Big Data / Faniza Joshi, Amandeep Kaur and Nidhi Malhotra -- 16. Leveraging the Role of Social Media Platform Data in Enhancing the Effect of Cause-Related Marketing / Krishna Teja Perannagari and Shaphali Gupta -- 17. Social Media Renaissance with Audio Content: Bolstering a Personalized Approach / Ruchi Jain and Uday Thareja -- 18. Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal / Bhavna Sharm, and Nupur Taneja -- 19. Perceived Source Credibility of Social Media Influencers and Consumer Attitudes toward Brands: An Exploratory Study of Differences between India and the United States / Lubna Nafees, Christy Cook, Atanas Nik Nikolov, and James Stoddard.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aInternet marketing.
_0http://id.loc.gov/authorities/subjects/sh95005028
_959122
650 0 _aSocial media
_xMarketing.
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650 0 _aSocial marketing.
_0http://id.loc.gov/authorities/subjects/sh89002650
_994374
650 0 _aCustomer relations.
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650 7 _aBUSINESS & ECONOMICS / General
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650 7 _aBUSINESS & ECONOMICS / Marketing / Direct
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650 7 _aBUSINESS & ECONOMICS / E-Commerce / Internet Marketing
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700 1 _aBandyopadhyay, Subir,
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700 1 _aRishi, Bikramjit,
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856 4 0 _3Taylor & Francis
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856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
942 _cE-Books
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