Leveraging computer-mediated marketing environments [electronic book] / edited by Gordon Bowen and Wilson Ozuem.
Contributor(s): Bowen, Gordon [editor.]
| Ozuem, Wilson [editor.].
Material type: 
BookSeries: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series: Publisher: Hershey, PA : IGI Global, Business Science Reference, [2019]Copyright date: ©2019Description: online resource (xviii, 473 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9781522573449 (hardback); 9781522573463 (e-book).Subject(s): Internet marketing -- Social aspects | Online social networks | Social media | Marketing -- Social aspectsDDC classification: 658.872 Online resources: Access eBook | Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.872 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program.
Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
Includes bibliographical references and index.
Framing and situating computer mediated marketing environments -- Perspectives and practice of computer mediated marketing environments -- Opportunities and challenges in designing computer mediated marketing strategies.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Table of contents provided by Syndetics
- 1 The Dynamics of Social Media Marketing Content and Customer Retention (p. 1)
- 2 The Dynamics of Social Media and Value Co-Creation (p. 22)
- 3 Social Media and Social Identity in the Millennial Generation (p. 43)
- 4 Exploring the Relationship Between Social Media and Social Influence (p. 83)
- 5 Social Media and Social Entrepreneurship (p. 104)
- 6 The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping (p. 125)
- 7 Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry (p. 143)
- 8 Service Failure and Recovery Strategy in Computer-Mediated Marketing Environments (CMMEs) (p. 173)
- 9 User-Generated Content and Consumer Brand Engagement (p. 193)
- 10 The Impacts of Omni-Channel Purchasing Behavior on Service Quality (p. 221)
- 11 Smartphones: Resource Dimensions and Uses (p. 237)
- 12 Online Service Failure: Understanding the Building Blocks of Effective Recovery Strategy (p. 249)
- 13 Competing Through Online Service Failures and Recovery Strategies (p. 266)
- 14 Calculation of Facebook Marketing Effectiveness in Terms of ROI (p. 286)
- 15 E-WOM: The New Consumer Megaphone - Underlying Reasons and Related Factors (p. 311)
- 16 The Challenges of Nation Branding in the Digital Age: Case of Spain's Nation Branding Project, Marca España (p. 328)
- 17 Disruptive Technology in the Smartphones Industry: Identity Theory Perspective (p. 351)