This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing.

Zusammenfassung

In Emerging Markets & Developing Economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them relatively low-cost opportunity to leapfrog the competition in developed markets. Social media provides enormous opportunities and challenges; the platforms can help users to share personal thoughts and experiences with friends, relations, and business partners instantly. For instance, this could provide users including owners of small or large businesses unlimited opportunities to attract new customers, maintain existing customers more efficiently, low barriers to doing business, create innovative business models, and spur economic development. Firms in EMDES are using social media to influence consumers to expand. By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and Twitter create tremendous new growth opportunities for businesses. Powered by social media, the public and private sectors in emerging markets can find leapfrogging solutions and work together to reduce poverty and inequality while boosting economic mobility and prosperity. It is, therefore, not surprising to observe that many firms in EMDEs are incorporating social media metrics into their marketing communications and customer relationship management activities in the quest for reaching and engaging with customers.

In view of this, the level of creativity demonstrated in producing the content (e.g., messages, pictures, videos) coupled with the perceived understanding of the shared content are more likely to elicit varying experiences among participants. For instance, features of contents advertised or shared on social media in relation to brands are likely to result in behavioral responses on the part of the customer.

Further, the authors found that consumer engagement with brands on a firm's social media platform is more likely to influence positive user-generated contents on the part of the customer. Such practices could drive and enhance customer-brand relationship. As a result, it is essential for firms and scholars to gain deeper consumer insights on why they use social media, their motivation in participating in online social media engagement practices, and the potential effects of such practices in enhancing brand performance. In this vein, the potential role of social media in marketing management is essential to understand. In addition, the authors advocate for a need to extend research on social media to shed more light on how branded social content influence consumer engagement behaviors. Further, they call for a need to deepen our understanding on the effects of contextual support of firms' social media platforms on consumer motivations in consuming, searching, sharing, participating, contributing and playing. Also, as businesses embrace social media solutions, new challenges have emerged in the corporate adoption, utilization, integration, and implementation of social media in EMDEs. Hence, the need to provide solutions to tackle the challenges of social media in EMDEs.

This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these could be integrated in the firms' operational activities in creating a competitive advantage. This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing in both undergraduate and graduate programs as well as executive training for practitioners.

Inhalt

Preface
Chapter 1 - The Digital Age and Advent of Social Media
Introduction
The Digital Landscape
The Internet of Things (IoT)
The Advent of Social Media
Myths Surrounding Social Media Revolution
The Role of Social Media in Business Operations
Social Media Value Chain
Perspective and Organization of this Text
Conclusions

Chapter 2- Social Media and Marketing Management
Introduction
Review of the Social Media Space
Channels of Social Media
The Value of Social Media to Marketing
Defining Social Media Marketing
Core Marketing Concepts and Social Media
Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix
Social Media Value Chain and Marketing Management
Firm Orientation toward Social Media
Social Media Marketing Management Tasks
Conclusions

Chapter 3 - Strategic Marketing Planning and Social Media
Introduction
Marketing and Customer Value
The Nature of Social Media Marketing
Determining the Social Media Presence of the Firm
Defining the Firm's Social Media Objectives
Determining the Fit between Social Media Marketing Planning and the Overall Firm's Planning Framework
The Social Media Strategic Marketing Planning Process
Organizational Structure and Support for Social Media Marketing
Key Components of an Organizational Social Media Policy
Conclusions

Chapter 4 - Social Media Research and Consumer Insights
The Marketing Information System
Internal Sources
External Sources
Social Media Marketing Intelligence
Analyzing the Marketing Environment
Importance of Research to Social Media Marketers
The Social Media Research Process
Types of Data Used in Social Media Research
Qualitative Methods in Social Media Research
Applying Quantitative Methods to Social Media Research
Research Challenges on Social Media
Conclusions

Chapter 5 - Understanding Social Consumers
Introduction
Understanding Online Consumer Behavior
The Social Consumer Decision-Making Process
The Role of Digital Culture in Social Media Consumer Behavior
Key Psychological Processes of the Social Consumer
The Social Consumer Learning Process
Segmenting the Consumer in a Social Media Context
Understanding the Process of Social Media Consumer Targeting
The Importance of Social Media Consumer Targeting
Best Practices for Targeting Social Media Branded Posts
Conclusions

Chapter 6 - Analyzing the Social Communication Process
Introduction
The Basic Model of Communication
Social Media Marketing Communication and Meaning
Identifying the Target Social Media Audience
The Social Consumer Decision Journey
Cognitive Processing of Social Media Communications
Analyzing the Social Presence in the Communication Process
Conclusions

Chapter 7 - Social Networking Sites and Platforms
Introduction
Types of Social Media Platforms
Integrating the Various Social Media Platforms in Customer Interactions
Social Media Platforms and How they have Evolved in Developing Countries
Benefits of Marketing with Social Networks
B2C Marketers and Social Networks
B2B Marketing and Social Networks
Understanding how Social Networking Sites are Used in Marketing and Consumer Engagement…