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Title Computer-mediated marketing strategies : social media and online brand communities / Gordon Bowen and Wilson Ozuem, editor
Imprint Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA) : IGI Global, [2015]
book jacket
Descript PDFs (406 pages)
text rdacontent
electronic isbdmedia
online resource rdacarrier
Note Includes bibliographical references
Social media and online brand communities / Madina Ansarin, Wilson Ozuem -- Digital governance and social media engagement / Tobias Endress -- Brand trust in offline and online environments: lessons for social media / Gordon Bowen, Richard Bowen -- Consumer attitudes toward online video game purchases / Wilson Ozuem, Michael Borrelli -- Social media and SMEs in transition countries / Yllka Azemi, Wilson Ozuem -- What social media marketing content is best to engage consumers?: a content analysis of Facebook brand pages / Chedia Dhaoui -- Interactivity: the concept and its dimensions / Wang Hui, Vipin Nadda -- Stakeholder interaction for sustainability: the impact of social media on Nigeria's oil and gas industry / Uzoechi Nwagbara -- Social media and customer retention: implications for the luxury beauty industry / Ellen Stokinger, Wilson Ozuem -- Defining the role of social media as a contemporary local area marketing technique in franchising / Geoffrey Webster, Margee Hume -- Social media and its implications for marketing communications / Irina Yankova, Wilson Ozuem -- Facets and dimensions of online social gambling: refining tools for marketing communications / Jason Prasad, Wilson Ozuem -- Mobile phone purchases and the consumer decision-making process: the role of Facebook online advertising / Jialin Hardwick, Lauriane Delarue, Barry Ardley, Nick Taylor
Restricted to subscribers or individual electronic text purchasers
"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--Provided by publisher
Also available in print
Mode of access: World Wide Web
Link (Original) (DLC)2014034186
Print version: 1466665955 9781466665958 (DLC) 2014034186
Subject Internet marketing -- Social aspects
Online social networks
Social media
Marketing -- Social aspects
Competitive advantage
Consumer behavior
Digital engagement
Digital marketing communications
Future trends in social networks
Retail store front
Stakeholder interaction
Web analytics
Alt Author Bowen, Gordon, 1950- editor
Ozuem, Wilson, 1974- editor
IGI Global, publisher
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