Social media in the marketing context : a state of the art analysis and future directions /

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that...

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Bibliographic Details
Author / Creator:Plume, Cherniece J., author.
Imprint:Amsterdam : Chandos Publishing, [2017]
©2017
Description:1 online resource (xix, 162 pages).
Language:English
Series:Chandos Social Media Series
Chandos social media series.
Subject:Social media.
Marketing.
PSYCHOLOGY -- Social Psychology.
Marketing.
Social media.
Social Media
Marketing
Electronic books.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/11268125
Hidden Bibliographic Details
Other authors / contributors:Dwivedi, Yogesh Kumar, author.
Slade, Emma L., author.
ISBN:008101757X
9780081017579
0081017545
9780081017548
Notes:Includes bibliographical references and index.
Print version record.
Summary:Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.
Other form:Print version: Plume, Cherniece J. Social media in the marketing context : a state of the art analysis and future directions. Amsterdam, Netherlands : Chandos Publishing, ©2017 xix, 162 pages Chandos social media series. 9780081017548