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Heggde, Githa

Social Media Marketing

Heggde, Githa - Social Media Marketing, ebook

153,75€

Ebook, PDF with Adobe DRM
ISBN: 9789811053238
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Table of contents

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 Social in the Overall SMAC Stack
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
 
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

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