Social Media Marketing Emerging Concepts and Applications
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and b
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Githa Heggde and G. Shainesh
Social Media Marketing
Githa Heggde • G. Shainesh Editors
Social Media Marketing Emerging Concepts and Applications
Editors Githa Heggde Director IFIM Business School Bangalore, India
G. Shainesh Professor - Marketing Indian Institute of Management Bangalore Bangalore, India
ISBN 978-981-10-5322-1 ISBN 978-981-10-5323-8 (eBook) https://doi.org/10.1007/978-981-10-5323-8 Library of Congress Control Number: 2017962122 © The Editor(s) (if applicable) and The Author(s) 2018 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: © John Lamb/Gettyimages Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
Preface
Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, government and businesses. Researchers and marketers are grappling with the profound impact of the rapidly evolving social media on viral user-generated content, its impact on shaping consumer perceptions and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The increasing opportunities to listen to customers on company managed channels as well as third party review sites, including social media pages, across the digital space are accompanied by the challenges of responding, real-time, to these conversations. This requires a huge shift in the way marketing functions engage and dialogue with customers. Our book focuses on the role of social media as the next big game changer. We had hosted the first international conference on ‘Social Media Marketing in Emerging market
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