Contemporary Issues in Social Media Marketing

Subir Bandyopadhyay, Bikramjit Rishi

$103

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
03 February 2025

Advertising; Market research

Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. This second edition has been fully updated with new features such as discussion questions, global case studies and examples, and material reflecting the key trends in the field, including:

The growth in user-generated content. The growing influence of AI in content creation, including virtual influencers. The development and utilization of social media analytics. The use of social media as the primary search engine. The relationship between social media and the customer experience of the brand.

Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners.

Edited by: Subir Bandyopadhyay, Bikramjit Rishi
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 234mm, Width: 156mm,
Weight: 703g
ISBN: 9781032535692
ISBN 10: 1032535695
Pages: 360
Publication Date: 03 February 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Preface. 1. Social media marketing: Trends and challenges 2. Aspects of social media engagement for luxury brands: A case study approach 3. Unleashing the potential: How influencers drive digital content marketing 4. Social media usage in the B2B context 5. Promoting Social Marketing on Social Media: Using TikTok as an engaging platform to reduce food waste 6. Optimizing user engagement: The synergy of social media marketing and UI/UX design 7. Consumer journey in a social media world 8. Connecting brands and influencers: The case of the Irish blogger agency 9. Mapping B2B customer journey through social media marketing 10. Exploring the impact of para-social interaction: The consumer journey in a social media world with a focus on virtual influencers 11. Transitioning from CRM to Social CRM in the healthcare industry 12. Consumer persuasion by chatbots: An integrative model of social influence 13. The impact of generational differences on target audience identification in social media marketing 14. Social media's role in customer experience creation: User-generated content quality vs. firm-generated content quality 15. Augmenting the analyst: Artificial Intelligence in the age of social media big data 16. Leveraging the role of social media platform data in enhancing the effect of cause-related marketing 17. social media renaissance with audio content: bolstering a personalized approach 18. Influencer marketing and customer engagement through social media: A promising avenue in a new normal 19. Perceived source credibility of social media influencers and consumer attitudes towards the brand: An exploratory study of differences between India and the United States

Subir Bandyopadhyay is a Marketing Professor at Indiana University Northwest, USA. He is a Senior Fulbright Fellow. Bikramjit Rishi is Professor in Marketing at the School of Management and Entrepreneurship (SME), Shiv Nadar Institution of Eminence (SNIoE), Delhi National Capital Region (NCR), India.

Reviews for Contemporary Issues in Social Media Marketing

"""I am delighted to review the Second Edition of the book, Contemporary Research in Social Media Marketing. Social media marketing is evolving rapidly, with influencers driving content and shaping consumer journeys. The book's first edition greatly contributed to social media literature. This second edition covers various exciting topics, such as TikTok changing norms and B2B companies leveraging social media for customer engagement, and contains many case studies, making it ideal as a textbook."" – Ranjan Kini, Professor of Management Information Systems, Indiana University Northwest ""Contemporary Issues in Social Media Marketing discusses digital marketing across different online approaches and tools. The book uncovers important digital marketing strategies and presents new avenues for research in modern marketing. The book contains many cases, making it ideal for students and business executives. – Yllka Azemi, Associate Professor of Marketing, Indiana University Northwest"