Competitive Social Media Marketing Strategies

Competitive Social Media Marketing Strategies

Wilson Ozuem, Gordon Bowen

Copyright: © 2016 |Pages: 317

ISBN13: 9781466697768|ISBN10: 1466697768|EISBN13: 9781466697775

DOI: 10.4018/978-1-4666-9776-8

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Ozuem, Wilson, and Gordon Bowen, editors. Competitive Social Media Marketing Strategies. IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9776-8

APA

Ozuem, W. & Bowen, G. (Eds.). (2016). Competitive Social Media Marketing Strategies. IGI Global. https://doi.org/10.4018/978-1-4666-9776-8

Chicago

Ozuem, Wilson, and Gordon Bowen, eds. Competitive Social Media Marketing Strategies. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9776-8

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Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence.

Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.

Table of Contents

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Front Materials

Title Page

Copyright Page

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

Editorial Advisory Board and List of Reviewers

Foreword

Foreword

Preface

Chapters

Chapter 1

Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena (pages 1-19)

Aster Mekonnen

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's...

Chapter 2

Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique (pages 20-49)

Geoffrey B. Webster, Margee Hume

The role of social media as a contemporary Local Area Marketing (LAM) technique in Dialogue Marketing is not clearly defined. Dialogue Marketing focuses on a structured approach of ongoing interactive communication to form...

Chapter 3

User-Generated Content and Perceived Customer Value (pages 50-63)

Wilson Ozuem, Celia Almeida Pinho, Yllka Azemi

The Internet has transformed social communications and social behaviours. Technology-aided interpersonal interactions have replaced traditional ‘face-to-face' affiliations. The purpose of this chapter is to examine the effect of...

Chapter 4

Loyalty Strategy and Social-CRM: How Consumers Adhere to the Tools (pages 64-93)

Nedra Bahri-Ammari, Slim Mraidi

Always on the lookout for novelty and innovation, companies are using social networks, which now occupy an important place in our daily. Users of social networks constitute a new target for retailers looking to evolve their loyalty...

Chapter 5

Social Media: Strategic Decision Making Tool (pages 94-111)

Gordon Bowen, Deidre Bowen

Social media is seen very much as a marketing tool and there is little in the literature that considers its use as a strategic decision making tool. This conceptual paper is an attempt to redress the balance. Social media...

Chapter 6

Online Service Failure and Recovery Strategy: The Mediating Role of Social Media (pages 112-135)

Yllka Azemi, Wilson Ozuem

The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of...

Chapter 7

State Fragility and Stakeholder Engagement: New Media and Stakeholders' Voice Amplification in the Nigerian Petroleum Industry (pages 136-154)

Uzoechi Nwagbara, Emeka Smart Oruh, Carlton Brown

In situations where government functions are in short supply as with most developing countries particularly Nigeria, issues concerning stakeholder engagement and stakeholder voice are usually on the back burner as a consequence. In...

Chapter 8

Basics of Mobile Marketing Strategy (pages 155-172)

Wilson Ozuem, Bibi Nafiisah Mulloo

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping....

Chapter 9

The Roles of Social Media Marketing and Brand Management in Global Marketing (pages 173-200)

Kijpokin Kasemsap

This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance...

Chapter 10

Using Social Media Marketing for Competitive Advantage (pages 201-218)

Amir Manzoor

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being...

Chapter 11

Search Engine Marketing: An Outlining of Conceptualization and Strategic Application (pages 219-234)

Azizul Hassan, Sumesh S. Dadwal

The most common feature of Search Engine Marketing (SEM) is the pay-per-click concept that outlines the conceptual understanding of the human-computer interaction (HCI) in marketing. In this type of marketing, the three active actors...

Chapter 12

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry (pages 235-258)

Ellen Stokinger, Wilson Ozuem

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has...

Back Materials

Compilation of References

About the Contributors

Index

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