Heggde, Githa
Social Media Marketing
Part I. Conceptual Issues in Social Media
1. How Social Media Will Impact Marketing Media
Jagdish N. Sheth
2. Social Media Marketing: Evolution and Change
Shweta Sharma, H. V. Verma
3. Uniqueness of
Easwar Krishna Iyer
4. Lifecycle of Information on the Web: Implications for Aggregator Sites
H. V. Satyanarayana, T. M. Prasanna, G. Shainesh
5. Shadow Side of Social Media Marketing: A User’s Perspective
Anuragini Shirish
Part II. Understanding Digital Consumers
6. Exploring the Relationship Between Perceived Benefits and Social Media Brands Using Discriminant Analysis
Rajendra Nargundkar, Avinash Mulky
7. The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y Social Media Use Intention and Information Sharing
Nathalie Chinje, Richard Chinomona
8. Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining
Supriya Tandon, Aswinraj Govindaraj
Part III. Integrating Social Media into Marketing
9. Social Media Marketing, Corporate Social Responsibility, and Social Change in India
Sameer Deshpande
10. The Future of Social CRM
Ajay Row
11. Sales Professionals’ Use of Social Media to Create and Deploy Social Capital in US and Indian Companies
Rajiv Kashyap, Sudha Mani, Prabakar Kothandaraman, Raj Agnihotri
Part IV. Social Media Applications and Case Studies
12. Influence of Social Media Marketing on Health Care and Automobile Sectors in India
Joyeeta Chatterjee, Ambrish Joshi
13. A Critical Analysis of Consumer Protection in Social Media Selling with Reference to Information Disclosures
Pratima Narayan, Githa Heggde
14. Portea: Social Media Applications
K. Ganesh
15. Qwikcilver’s Experience: Why Social Marketing Drove Digital Gifting Growth in India
T. P. Pratap
Keywords: Business and Management, Online Marketing/Social Media, Emerging Markets/Globalization, Media Management
- Editor
- Heggde, Githa
- Shainesh, G.
- Publisher
- Springer
- Publication year
- 2018
- Language
- en
- Edition
- 1
- Page amount
- 23 pages
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9789811053238
- Printed ISBN
- 978-981-10-5322-1