Social Media Marketing: Breakthroughs in Research and Practice

Social Media Marketing: Breakthroughs in Research and Practice

Information Resources Management Association

Copyright: © 2018 |Pages: 1572

ISBN13: 9781522556374|ISBN10: 1522556370|EISBN13: 9781522556381

DOI: 10.4018/978-1-5225-5637-4

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Management Association, Information Resources, editor. Social Media Marketing: Breakthroughs in Research and Practice. IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5637-4

APA

Management Association, I. (Ed.). (2018). Social Media Marketing: Breakthroughs in Research and Practice. IGI Global. https://doi.org/10.4018/978-1-5225-5637-4

Chicago

Management Association, Information Resources, ed. Social Media Marketing: Breakthroughs in Research and Practice. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5637-4

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In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased.

Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.

Table of Contents

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Front Materials

Title Page

Copyright Page

Editorial Advisory Board

Preface

Chapters

Adoption, Implementation, and Strategy

Chapter 1

The Emergence of Social Media as a Contemporary Marketing Practice (pages 1-20)

T. Solomon, R. Peter

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application...

Chapter 2

Using Social Media Marketing for Competitive Advantage (pages 21-38)

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 3

Social Networking Sites and Marketing Strategies (pages 39-72)

Ying Wu, Malcolm Stewart, Rebecca Liu

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with...

Chapter 4

Developing Marketing Strategy on Social Networks (pages 73-89)

Boris Milović

Social networks have proven to be very convenient and effective medium for the spreading of marketing messages, advertising, branding and promotion of products and services. Social networks offer companies, nonprofit organizations...

Chapter 5

Marketing and Social Media (pages 90-97)

Reshu Goyal, Praveen Dhyani, Om Prakash Rishi

Time has changed and so does the world. Today everything has become as a matter of one click. With this effort we are trying to explore the new opportunities features and capabilities of the new compeers of Internet applicability...

Chapter 6

Social Media as an Advertisement Tool: Strategical Need of Being More Experiential (pages 98-110)

Füsun Topsümer, Dincer Yarkin

Daily routine and time pressure have become the reason for ignoring social media advertisements; because of thousands of messages on Internet, and social media, consumers need more reliable and differentiated messages. Today's...

Chapter 7

Mastering Social Media in the Modern Business World (pages 111-137)

Kijpokin Kasemsap

This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in...

Chapter 8

Does Social Media Marketing Improve Business Performance? (pages 138-162)

Tanses Yasemin Gülsoy

The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of...

Chapter 9

Developing a Hierarchy Model for Selection of Social Media Manager (pages 163-175)

Pi-Fang Hsu, Yi-Wen Su, Chia-Wen Tsai

With the fast development of the Internet, communication tools are no longer limited to traditional media. Enterprises have become aware of the rapid emergence of social media in recent years. Social media marketing has become an...

Chapter 10

Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique (pages 176-205)

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 11

Storytelling and Narrative Marketing in the Era of Social Media (pages 206-220)

Sonia Ferrari

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which...

Chapter 12

Benefits of Using Social Media Commerce Applications for Businesses (pages 221-245)

Ardian Hyseni

Social media commerce has changed the way of commerce globally; customers are affected more and more by social media, in decision making for buying a product or a service. While in the past people were affected by traditional...

Chapter 13

The Usage of Social Media in New Product Development Process: The Benefits and the Challenges (pages 246-265)

Rebecca Liu, Aysegul Eda Kop

This chapter contributes to a better understanding of the role of social media in the NPD process and a debate about the impact of social media on NPD success. Through a critical literature review, this chapter provides an insight...

Chapter 14

Marketing on Tumblr: Where It Helps to Be Honest (And Weird) (pages 266-284)

Kristen Smirnov

Despite many demographic, behavioral, and technical features that should make it an appealing destination for social media marketers, the Tumblr platform has lagged in marketing adoption. This chapter discusses the site features that...

Chapter 15

Marketing With Twitter: Challenges and Opportunities (pages 285-322)

Alena Soboleva, Suzan Burton, Aila Khan

The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and...

Chapter 16

Facebook Experience Is Different: An Empirical Study in Indian Context (pages 323-348)

Punita Duhan, Anurag Singh

Though the concept of experience was propounded decades ago, the terms such as Customer Experience Management, Brand Experience etc. have started gaining currency only recently. Renewed focus on the concept is the result of positive...

Chapter 17

Examining the Role of WeChat in Advertising (pages 349-368)

Qi Yao, Mei Wu

WeChat, the most popular social networking service mobile app in China, enables users to contact friends with text, audio, video contents as well as get to know new people within a range of a certain distance. Its latest version has...

Chapter 18

The Application of Instagram as a Promotional and Communication Tool by Productive Families in the Kingdom of Bahrain (pages 369-381)

Amera H. Abdulrazzaq, Sharifa Hamad, Marwa Ali, Fatima Mohammed, Walaa S. Kamal

This study aims to investigate Instagram potentialities in the family business sector in Bahrain known as “Productive families”. The intention to adopt and use the tool to promote their products and support information sharing...

Branding, Consumer Engagement, and CRM

Chapter 19

Social Media Intelligence for Business (pages 383-411)

Sérgio Maravilhas

Social Media intelligence allow the knowledge of competitor's moves and the analysis of trends from the communications exchanged in the networks of individual consumers, making it easy for companies to develop solutions according...

Chapter 20

Does Successful Social Media Marketing Affect Brand Value?: An Empirical Investigation (pages 412-424)

Stefan Koch, Asli Dikmen

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on...

Chapter 21

The Roles of Social Media Marketing and Brand Management in Global Marketing (pages 425-453)

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 22

Determinants of Brand Recall in Social Networking Sites (pages 454-476)

Kaan Varnali, Vehbi Gorgulu

This research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand...

Chapter 23

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity (pages 477-492)

Tugba Orten Tugrul

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences...

Chapter 24

Brands and Media Gatekeeping in the Social Media: Current Trends and Practices – An Exploratory Research (pages 493-507)

Georgia-Zozeta Miliopoulou, Vassiliki Cossiavelou

The purpose of this paper is to examine current trends and practices regarding brand communication through the social media, as brand activation in the online social environment rises and proliferates rapidly. Believing that further...

Chapter 25

Creating Brand Ambassadors: Strategic Online Engagement in a Nonprofit Association (pages 508-532)

Erin K. Nemenoff, Julia Schenk

Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international...

Chapter 26

Brand Loyalty and Online Brand Communities: Is Brand Loyalty Being Strengthened Through Social Media? (pages 533-544)

Katherine Barnet, Sharmila Pixy Ferris

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand...

Chapter 27

Advertising in the World of Social Media-Based Brand Communities (pages 545-556)

Mohammad Reza Habibi, Michel Laroche, Marie-Odile Richard

Social media has revolutionized marketing practices and created many opportunities for smart marketers to take advantage of its unique characteristics. The purpose of this chapter is to introduce the concept of Social Media-Based...

Chapter 28

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community: Evidence From an SME (pages 557-578)

Xiaoyun He, Arash Negahban

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific...

Chapter 29

Emotional Branding and Social Media: Positive and Negative Emotional Appeals (pages 579-592)

Nicholas Mathew, Ashutosh Dixit

Emotional branding is increasingly being used by marketers to win customers for their products or services. And, social media has become a growing and popular forum where marketers use emotional branding. This paper/chapter explores...

Chapter 30

Engaging Your Global Social Media Audience: A Framework for E-Retailers (pages 593-615)

Leila Samii

The global reach of social media provides opportunities for e-Retailers. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information...

Chapter 31

Using Social Media to Influence CRM and Loyalty: Case Study of Restaurant Industry (pages 616-639)

Rozita Shahbaz Keshvari

This chapter explores the influence of social media in Customer Relationship Management that leads to Customer loyalty. The social media in restaurant is recognized as an essential component of the customer satisfaction and therefore...

Chapter 32

The Role of Individual Behavior and Social Influence in Customer Relation Management (pages 640-652)

Jerzy Surma

One of the crucial trends in business is to offer one-to-one personalized services. In this context, companies try to build customer relationship management systems based on the customer social relations and behavioral patterns. The...

Chapter 33

The Impact of Social Relationships on Online Word-of-Mouth and Knowledge Sharing in Social Network Sites: An Empirical Study (pages 653-679)

Sherein Hamed Abou-Warda

This study provides insight into how social relationships perspective influence on online Word-of-Mouth and knowledge sharing on social networking sites (SNSs). By using the sample from 385 Egyptian college students - who spend more...

Chapter 34

Gender Differences in Motivations to Use Social Networking Sites (pages 680-695)

Valeria Noguti, Sonika Singh, David S. Waller

This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a...

Chapter 35

Purchase Intention of Males and Females Through Social Media (pages 696-713)

Chih-Chin Liang

Social media use pervades daily life, leading to a dramatic transformation in communication styles. Three factors affecting purchase intentions through SM modified from technology acceptance model include experience (experience on...

Chapter 36

Trust Management Issues in Social-Media Marketing (pages 714-732)

Vikas Kumar, Prasann Pradhan

Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its...

Chapter 37

Social Media and Customer Retention: Implications for the Luxury Beauty Industry (pages 733-755)

Ellen Stokinger, Wilson Ozuem

Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a...

Chapter 38

Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior (pages 756-773)

Evelyn Chronis, Qiang Lu, Rohan Miller

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management....

Chapter 39

The Impact of Social Media on Customer Engagement With U.S. Banks (pages 774-788)

Arturo Haro-de-Rosario, Laura Saraite, Alejandro Sáez-Martin, María del Carmen Caba-Pérez

This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this...

Information Management and Analysis

Chapter 40

Social Media Metrics (pages 790-808)

S. K. Sudarsanam

Concepts and the theories related to social media are discussed in this chapter. This chapter talks about the various frameworks of social media for the use of organizations in developing social media framework with the business...

Chapter 41

The Primer of Social Media Analytics (pages 809-822)

Samuel Fosso Wamba, Shahriar Akter, Hyunjin Kang, Mithu Bhattacharya, Mohammed Upal

This article is intended to serve as a primer of social media analytics. The paper explores different dimensions of social media analytics by drawing on a review of the literature. Specifically, the paper sheds light on the...

Chapter 42

Predictive Analytics of Social Networks: A Survey of Tasks and Techniques (pages 823-862)

Ming Yang, William H. Hsu, Surya Teja Kallumadi

In this chapter, the authors survey the general problem of analyzing a social network in order to make predictions about its behavior, content, or the systems and phenomena that generated it. They begin by defining five basic tasks...

Chapter 43

The Effectiveness of Big Data in Social Networks (pages 863-882)

Khine Khine Nyunt, Noor Zaman

In this chapter, we will discuss how “big data” is effective in “Social Networks” which will bring huge opportunities but difficulties though challenges yet ahead to the communities. Firstly, Social Media is a strategy for...

Chapter 44

Social Media Tools for Quality Business Information (pages 883-912)

Sérgio Maravilhas

Information, as a tool to reduce uncertainty and to develop knowledge in organizations, is an important aid in the decision-making process and must be of quality to improve its value. We are living in an information society where...

Chapter 45

A Review of Tools for Overcoming the Challenge of Monitoring of Social Media (pages 913-936)

Carlos Figueroa, Abraham Otero

Until recently, a company's communications with the public were unidirectional and mostly limited to advertisements in mass media. This gave companies almost complete control over their brand and image. Nowadays, a new set of...

Chapter 46

Exploring the Hidden Pattern From Tweets: Investigation into Volkswagen Emissions Scandal (pages 937-957)

Ying Kei Tse, Minhao Zhang, Bob Doherty, Paul Chappell, Susan R. Moore, Tom Keefe

Social media has recently emerged as a key tool to manage customer relations in industry. This chapter aims to contribute a step-by-step Twitter Analytic framework for analysing the tweets in a fiscal crisis. The proposed framework...

Chapter 47

A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes (pages 958-977)

Anandan Pillai, Kalpana Chauhan

This research paper analyzes the content strategy of World's top 10 management institutes that they followed on Facebook to understand the importance of content strategy in building brand communities. It uses the Netnographic...

Chapter 48

Towards a Unified Semantic Model for Online Social Networks to Ensure Interoperability and Aggregation for Analysis (pages 978-1003)

Asmae El Kassiri, Fatima-Zahra Belouadha

The Online Social Networks (OSN) have a positive evolution due to the diversity of social media and the increase in the number of users. The revenue of the social media organizations is generated from the analysis of users'...

Chapter 49

Irritating Factors While Navigating on Websites and Facebook and Its Reactions Using Different Devices (pages 1004-1021)

Sana El Mouldi, Norchene Ben Dahmane Mouelhi

The research presented in this chapter identifies sources of the irritation felt by internet users while browsing websites and Facebook. A qualitative approach was taken, including 40 individual interviews, enabled the authors to...

Chapter 50

Analyzing Blending Social and Mass Media Audiences Through the Lens of Computer-Mediated Discourse (pages 1022-1046)

Asta Zelenkauskaite

In recent years, mass media content has undergone a blending process with social media. Large amounts of text-based social media content have not only shaped mass media products, but also provided new opportunities to access audience...

Chapter 51

Generation Y and Internet Privacy: Implication for Commercialization of Social Networking Services (pages 1047-1071)

Zdenek Smutny, Vaclav Janoscik, Radim Cermak

This chapter addresses the issue of privacy settings with a focus on Generation Y from a technological, social, generational, cultural and philosophical point of view. After introducing the issue of Internet privacy and other...

Chapter 52

Multimodal Mapping of a University's Formal and Informal Online Brand: Using NodeXL to Extract Social Network Data in Tweets, Digital Contents, and Relational Ties (pages 1072-1124)

Shalin Hai-Jew

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university...

Industry-Specific

Chapter 53

The Use of Social Media in College Recruiting and the Student Job Search (pages 1126-1146)

Amy Diepenbrock, Wanda Gibson

This chapter addresses the gap in the literature regarding employer recruitment of college students, and more specifically, the use of social media in the recruitment and hiring processes by both students and employers. Background...

Chapter 54

The Role of Social Media in Creating and Maintaining Social Networks Including Its Impact on Enhancing Competitive Positioning Within the Education Sector (pages 1147-1166)

Adam Raman

Social media is being increasingly utilised within society as an interactive communication platform. It has revolutionised the manner in which organisations communicate with their stakeholders, from the old way of simply designing...

Chapter 55

Measuring the Social Impact: How Social Media Affects Higher Education Institutions (pages 1167-1184)

Vladlena Benson, Stephanie Morgan

Effective social media usage has particular challenges for HE institutions. The many opportunities afforded by social media, increasingly demanded by students, have negative potential. Social technology requires substantial...

Chapter 56

Retail and Social Media Marketing: Innovation in the Relationship Between Retailers and Consumers (pages 1185-1208)

Francesca Negri

The Internet has revolutionized almost every facet of business and personal life. We are facing a far-reaching revolution, driven by Social Networking Sites (SNSs) where people talk about their life, purchases, and experiences....

Chapter 57

The Strategic Use of Social Media in the Fashion Industry (pages 1209-1233)

Hanna Kontu, Alessandra Vecchi

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010). Although it is clear that social media is powerful...

Chapter 58

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry (pages 1234-1257)

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...

Chapter 59

The Role of Social Media Strategies in Competitive Banking Operations Worldwide (pages 1258-1297)

Nurdan Oncel Taskiran, Recep Yilmaz, Nursel Bolat

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies' financial effectivness in many fields. This chapter discusses concept, development...

Chapter 60

The Role of Social Media in Shaping Marketing Strategies in the Airline Industry (pages 1298-1317)

Deniz Akçay

Tourism is one of the leading sectors based on other people's views and comments found on the Internet. Prior to deciding where they would like to go, individuals obtain information about the travel agencies they will use, the...

Chapter 61

Role of Social Media in Tourism (pages 1318-1339)

Vipin K. Nadda, Sumesh Singh Dadwal, Dirisa Mulindwa, Rubina Vieira

Revolutionary development in field of communication and information technology have globally opened new avenue of marketing tourism and hospitality products. Major shift in web usage happened when Napster in 1999 released...

Chapter 62

Using Social Networks to Create and Share Experiences in Creative Tourism (pages 1340-1357)

Róbert Štefko, Martin Mudrík

The presented chapter deals with creative tourismwhich is often considered marginal, however is a form of tourism with the great potential for future growth. The Slovak Republic has, thanks to the historical context, all necessary...

Chapter 63

Gamification and Social Media as Tools for Tourism Promotion (pages 1358-1393)

Magdalena Kachniewska

The goal of this chapter is to present the application of gamification mechanism and social media tools in the promotion of tourism regions and enterprises as well as the promotion of tourism activity itself. The framework...

Chapter 64

Digital Resources and Approaches Adopted by User-Centred Museums: The Growing Impact of the Internet and Social Media (pages 1394-1413)

Ludovico Solima

Society is experiencing unprecedented changes, largely attributable to the evolution of communication technologies, which are steadily reframing our way of life, and the methods we use to establish and maintain social relations....

Chapter 65

Social Media and Social Change: Nonprofits and Using Social Media Strategies to Meet Advocacy Goals (pages 1414-1431)

Lauri Goldkind, John G. McNutt

Technological advances in communications tools, the Internet, and the advent of social media have changed the ways in which nonprofit organizations engage with their various constituents. Nonprofits now have a constellation of tools...

Politics and Government Organizations

Chapter 66

Exploring the Concept of the “Social Media Campaign” (pages 1433-1444)

Mary Francoli

On May 2, 2011, Canadians voted in what the news media dubbed “Canada's First Social Media Election.” This allowed Canadians to join their neighbours to the south who, arguably, had gone through one national social media election...

Chapter 67

Social Media in Political Public Relations: The Cases of the Portuguese Social Democratic Party (PSD) and the Socialist Party (PS) in the 2009 Parliamentary Campaign (pages 1445-1464)

Sónia Pedro Sebastião, Alice Donat Trindade

This chapter demonstrates how Web social media can be used in different ways to create more personalized or more impersonal messages in political public relations campaigns. When everyone is awakening to the potential of these social...

Chapter 68

The Internet, Social Media, and Knowledge Production and Development of Political Marketing (pages 1465-1496)

Nyarwi Ahmad

Though the use and development of the Internet, World Wide Web and social media and their impacts on politics have been robustly investigated, specific attention has not yet been paid to explore the impact of adaptation and use of...

Chapter 69

Communicating Nation Brands Through Mass and Social Media (pages 1497-1514)

Maria De Moya, Rajul Jain

Nation branding efforts are the means through which many countries attempt to influence how foreign publics perceive them. However, in a media landscape that now includes not only traditional one-way media but also two-way social...

Chapter 70

Wrestling With Contradictions in Government Social Media Practices (pages 1515-1526)

Lars Haahr

Research in government social media practices highlights expectations of co-creation and progression mirrored in maturity models, but research also documents low deployment degree and thereby points to a discrepancy. The paper...

Chapter 71

Amplification and Virtual Back-Patting: The Rationalities of Social Media Uses in the Nina Larsson Web Campaign (pages 1527-1542)

Jakob Svensson

This chapter explores the rationalities of politicians' social media uses in Web-campaigning in a party-based democracy. This is done from an in-depth case study of a Swedish politician, Nina Larsson, who with the help of a PR...

Chapter 72

The Use of Social Media and Online Petitions to Achieve Collective Change for a Sustainable Future (pages 1543-1559)

Vannie Naidoo

Scandals of corruption in government and mismanagement in business and government departments has made us rethink of what the world is becoming and what should be done to steer it on the right track. Brilliant policy and law makers...

Chapter 73

Social Media's Role in Alleviating Political Corruption and Scandals: The Philippines During and After the Marcos Regime (pages 1560-1572)

Cecilia G. Manrique, Gabriel G. Manrique

This chapter is an attempt to show how the use of social media in one country, the Republic of the Philippines, has grown and has been used to encourage political awareness and participation among the Filipino masses. The country is...

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