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Contemporary issues in social media marketing / edited by Bikramjit Rishi and Subir Bandyopadhyay.

Contributor(s): Rishi, Bikramjit | Bandyopadhyay, Subir.
Call number: 658.872 C761 Material type: materialTypeLabelBookPublisher: Abingdon, U.K. ; New York, N.Y. : Routledge/Taylor & Francis Group, 2018Description: xix, 328 p. : charts.ISBN: 9781138679184 (pbk.).Subject(s): Internet marketing | Social media -- Marketing | Social marketing | Customer relations
Contents:
Citizen relationship management by government of India through social media channels -- Academia goes social media, MOOC, SPOC,SMOC and SSOC : the digital transformation of higher education institutions and universities -- Integrating community and relationship building into universities' social media marketing : implications from a case study -- Social media marketing for B2B : from information to decision to retention -- Social media stakeholder co-creation of celebrities as human brands -- Social recruitment : investing in social currency -- The struggle of the secrecy, safety and security of social media and smartphones -- Creating, contributing and consuming behaviour : how rational and affective appeals in social media facilitate engagement -- Social media engagement and return on engagement -- The consumer engagement/return on social media engagement interface : development of a conceptual model -- An unexpected journey: the influence of social media on consumer decision-making -- Network based choice formation : a review in the context of online communities -- Creepy and intrusive : a consumer's perspective of online personalized communications -- Social media measurement and monitoring -- Attitudes towards brands and advertisements : qualitative and thematic analysis of social media data -- Strategizing social media presence -- Salient role and centrality of trust in social media marketing -- Trust relationships in social networks : a typology of strategies for communication between companies and their consumers -- Like-influencer framework : a study of factors influencing click of `Like' option by users on Facebook -- Mechanisms for incentivizing and encouraging online social interactions - an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour -- The rise of social media: implications for emerging markets -- Profiling youth on the basis of their motivations for social media political participation: implications for political marketers -- Privacy and information trading on social media applications.
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หนังสือทั่วไป CL_General Book 658.872 C761 (Browse shelf) Available 1 1000189967

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