Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.
<ul>
<li>includes extensive literature search on social media in the context of the marketing discipline</li>
<li>provides key areas for future research and recommendations for practitioners</li>
<li>shows the importance for marketers of understanding individual behaviour on social media </li>
</ul>

Social Media in the Marketing Context: A State of the Art Analysis and Future Directions

Business & Money

Dwivedi, Yogesh K.

Plume, Cherniece J.

Slade, Emma L.

Marketing & Sales

Chandos Publishing

Advances in telecommunications technologies have exploded into the marketplace. Consumers are offered various methods of access to the Internet and telephony at speeds and bandwidths much higher than only years previously. However, even with the pervasiveness of broadband and high-speed communication technologies, many consumers are not adopting the latest technologies. Contributing to theory, practice, and policy, Consumer Adoption and Usage of Broadband develops a conceptual model for examining consumer adoption, usage, and impact of broadband utilizing various construct methodologies, thereby providing a clear window into the rational decisions of potential broadband consumers.

Consumer Adoption and Usage of Broadband

Computers & Technology

Networking & Cloud Computing

Irm Press

This book examines the link between change and project management and how creating a closer alignment between these two methodologies can yield greater benefits and mitigate elements of failure of information systems (IS) projects. This study explores the underlying challenges and practicalities of closer integration of the two disciplines and asserts that such a successful change goes beyond the simple training of project managers in the practitioner context. Instead, it requires organizations to conceptualize the necessary challenges to realize the potential benefits of this recommended integrated approach. The integration of both project and change management has been advocated in existing research, but the challenges of moving from a current position of separate methodologies, different standards bodies and in some cases totally separate organizational structures, is a step change for many organizations. Change initiatives where good change management practices are implemented, can increase the probability of successful organizational change. The tasks of leading and sustaining change can be complex and often entail the interplay of multiple factors involving action by people at every level of the business. This book offers a guide that identifies the barriers and major challenges that may arise in the development of the closer integration of change and project management. With a better understanding of these issues, organizations can avoid such pitfalls when establishing their own integrated approach.

Success and Failure of IS/IT Projects: A State of the Art Analysis and Future Directions (SpringerBriefs in Information Systems)

Hughes, D. Laurie

Simintiras, Antonis C.

Rana, Nripendra P.

Management & Leadership

Springer

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.

Mobile Marketing Channel: Online Consumer Behavior (SpringerBriefs in Business)

Kumar, Vinod

Shareef, Mahmud Akhter Akhter

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions (SpringerBriefs in Business)

Williams, Michael D.

Slade, Emma

Ismagilova, Elvira

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