Contributor
Heggde, Githa, editor.
ImprintSingapore : Palgrave Macmillan, [2018]
Imprint2018.
Descriptionxxiii, 226 pages : illustrations ; 22 cm
Note: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 and 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, and 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 and 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 and Richard Chinomona -- 8. Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining / Supriya Tandon and 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 Firms / Rajiv Kashyap, Sudha Mani, Prabakar Kothandaraman, and 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 and Ambrish Joshi -- 13. A Critical Analysis on Consumer Protection in Social Media Selling with Reference to Information Disclosures / Pratima Narayan and Githa Heggde -- 14. Portea: Social Media Applications / K. Ganesh -- 15. Quikcilver's Experience: Why Social Marketing Drove Digital Gifting Growth in India / T.P. Pratap.
Bibliography Note:Includes bibliographical references and index.
Note: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 businesses. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered.
